Rexona has rolled out a campaign, ‘Maidan Mein Utro’, (Step on to the field) fronted by cricketer and vice-captain of the Indian cricket team, Smriti Mandhana.

The film, set against the electric energy of a cricket stadium, becomes a metaphor for every space where confidence is tested. It opens with Mandhana walking onto the field with purpose, culminating  in a celebration of movement, resilience, and self-belief. As the visuals shift between training, gameplay, and moments of quiet determination, ‘Maidan Mein Utro’ becomes a rallying cry for every woman to step forward without hesitation, reinforcing the belief that true confidence isn’t about avoiding sweat; it’s about embracing it, ready for every challenge that comes your way.

What we think about it: While the campaign’s execution treads familiar ground in the motivational sports ad space, with the brand push feeling a tad overt, the message still lands, aided by its timely release and Mandhana’s quiet strength and presence.

Nitin Agarwal, chief marketing officer, Unilever International, added, “Maidan Mein Utro’ is more than a campaign- it’s a call to action. Its about empowering women with the confidence to move, to play, to show up- and Rexona is proud to be their confidence and freshness partner along the way.”