Rexona has launched a new brand film in India called “Maidan Mein Utro” (which translates to “Step into the Field/Maidan”), starring Smriti Mandhana, vice-captain of the Indian women’s cricket team. The campaign was rolled out as part of Rexona’s ongoing effort to inspire confidence and participation — especially among women — in sports and everyday life
The campaign positions confidence as an active choice — one that requires showing up, sweating it out, and stepping onto the field (maidan) rather than staying on the sidelines. The central message is that confidence doesn’t come from avoiding effort, but from embracing movement, participation, and challenge.
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