Rexona launches ‘Maidan Mein Utro’ campaign with Smriti Mandhana

Fences can be a comfortable place, but some of us are here to step in, to sweat & show up, because the more we sweat, the harder it is to fail. That’s the message at the heart of Rexona’s new campaign, ‘Maidan Mein Utro’, fronted by Indian cricket icon Smriti Mandhana.

In a country where women continue to redefine boundaries every day, Rexona’s new campaign goes beyond the product, it’s a cultural statement on participation & confidence. The film, set against the energy of a cricket field, becomes a powerful metaphor for every space where confidence is tested. It captures Smriti Mandhana walking onto the field with purpose, her voice echoing through the stadium - “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.” Her words set the tone for what follows 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. Through Smriti’s presence, Rexona reinforces its belief that true confidence isn’t about avoiding sweat; it’s about embracing it, staying fresh, composed, and ready for every challenge that comes your way.

Speaking about the campaign, Smriti Mandhana, Vice-Captain of the Indian women's cricket team, said, “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.”

Nitin Agarwal, Chief Marketing Officer (CMO), Unilever International, added, “Maidan Mein Utro’ is more than a campaign- it’s 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 & freshness partner along the way.”