Rexona and Smriti Mandhana Urge Women to Step up with Confidence

Rexona has launched a new campaign titled “Maidan Mein Utro” featuring Indian women’s cricket team vice-captain Smriti Mandhana, encouraging women to step out with confidence and embrace every challenge.

The film opens on a cricket ground, showing Mandhana walking onto the field as she declares: “Some of us are not here to sit, but to play. Not to lose, but to win. Not to fear the sweat, but to own it.” The ad reframes sweat as a symbol of hard work and determination rather than discomfort.

Mandhana shares that confidence comes from participation and persistence. “Confidence doesn’t come from waiting, it comes from stepping in. It comes from sweating it out and showing up, no matter how hard it is. That’s what ‘Maidan Mein Utro’ means to me, and I hope it inspires every girl to take her first step with confidence,” she says.

• Rexona and Smriti Mandhana Inspire Women to Step Out with Confidence
• ‘Maidan Mein Utro’: Rexona’s New Campaign Champions Women’s Empowerment
• Smriti Mandhana Leads Rexona’s Call to Embrace Sweat and Self-Belief

Nitin Agarwal, Chief Marketing Officer at Unilever International, calls the campaign a call to action. “It’s about empowering women with the confidence to move, to play, to show up — and Rexona is proud to be their confidence and freshness partner,” he adds.

Through this campaign, Rexona positions itself as more than a personal care brand. By associating with Mandhana, a symbol of modern athleticism and resilience, Rexona reinforces its message of movement, confidence, and participation.

“Maidan Mein Utro” reflects the growing visibility of women in leadership and sports. It celebrates action and self-assurance, encouraging women to step forward in any field — whether on the pitch, in the workplace, or in daily life.

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The campaign closes with a clear message: confidence is built by showing up, taking action, and owning every moment — sweat and all.