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<ul><li>Rin has launched a new campaign to celebrate Olympic fencer C.A. Bhavani Devi. </li><li>It is a story of grit, determination and hard work. </li></ul>Rin detergent from the house of <keyword id="6365619" type="COMPANY" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword> has launched its latest campaign celebrating the inspiring story of C.A. Bhavani Devi, India’s first woman fencing champion to qualify for Tokyo Olympics 2021. From a humble background having chosen a relatively lesser-known sport of fencing, Bhavani had to overcome not just financial obstacles but also patriarchy led stereotypes. The TVC focuses on the heart-warming journey of Bhavani Devi and her struggle to keep her sporting dreams alive. <div type="Youtube" id="pqvIXQPaOQU" title="RIN - Ab Waqt Hai Chamakne Ka | Hindi" thumbUrl="https://i.ytimg.com/vi/pqvIXQPaOQU/mqdefault.jpg"></div> Bhavani with her determination and hard work perfected her skills in a relatively lesser-known sport while refusing to cede to the societal challenges levied upon her. Rin’s #AbWaqtHaiChamakneKa campaign demonstrates Bhavani’s tale of grit and gumption and the unflinching belief of a mother who supported her in this pursuit. The brand, which has always stood for ordinary people whose extraordinary actions have made the world stand up to take note, shares Bhavani’s story hoping to inspire several others on their journey to success. The minute-long TVC opens with a shot of Bhavani practicing fencing as a child and recalls the journey of her struggle against patriarchal notions, right from childhood to that of a successful fencer. Her first fencing kit was expensive in a household of limited means. Her mother financed her training by pawning her gold and encouraging her to never stop dreaming. Every day was a challenge, she went home exhausted with training gear dirty and soiled from the day but she never gave up and always showed up resolutely the next day. Finally, she goes ahead to win gold at the Commonwealth games and she holds up her gold medal as a fitting tribute to her mother’s faith and unrelenting support when says, ‘Dekho maa main sona vapis le aae.” The brand, through its core purpose-led narrative of lending brightness not only to clothes but to people with the inner passion, to better their lives and stubborn confidence in themselves &amp; their ability to make it big, despite starting without privileges. Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director &amp; VP – Home Care, Hindustan Unilever Ltd, says, "Rin has been an integral part of Indian households for over five decades now and has stood for people who are unwilling to be defined by preset roles and have the courage to pursue their dreams, undeterred by their socio-economic backgrounds. The brand stands for supporting and celebrating the progress seeker, individuals who pursue their dreams and demonstrate courage to rescript their destiny. Through our latest campaign, 'Ab Waqt hai chamakne ka', we endeavoured to showcase the glorious journey of Bhavani Devi, her mother's sacrifices and their collective success and in the process inspire millions of others to keep persevering in their dreams, despite the odds. The essence of our brand aligns beautifully with such extraordinary stars who have risen from ordinary lives. We salute Bhavani for her dedication and wish her good luck as she prepares to represent India in Olympics 2021.” Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, Hindustan Unilever Nitish Bhalotia – General Manager, Fabric Solutions Apala Sen – Marketing Manager, Rin Sonam Doshi – Assistant Brand Manager, Rin Gaurav Mehta – Assistant Brand Manager, Rin Agency Credits: CCOs : Harshad Rajadhyaksha, Kainaz Karmakar, Sukesh Nayak Vice Chairperson &amp; Chief Client Officer: Hephzibah Pathak Chief Strategy Officer: Prem Narayan Senior VP, Planning: Russel John Planning Director : Sanketa Kapse Managing Partner (Creative - West): Anurag Agnihotri Group CD and Copywriter: Saurabh Dikshit Group CD: Shahrukh Irani Senior VP : Nikhil Mohan Client Services Director: Chandni Butta Account Supervisors : Savni Kenkre &amp; Aouj Naqvi Production House: Little Lamb Films Director: Bauddhayan Mukherji (Buddy) Executive Producer: Monalisa Mukherji Producer &amp; Editor: Avishek Ghosh

Rin celebrates India's Olympic fencer C.A. Bhavani Devi's story of grit, determination and hard work in its latest TVC

New Delhi, The Central government in the Union budget for 2021-22 on Monday allocated Rs.2,596.14 crore to sports, less by Rs.230.78 crore -- or, 8.16 per cent -- allocated in the previous financial year during which hardly any sports activity was held due to Covid-19 pandemic. Out of the total allocated amount, Rs.2,549.41 crore has been earmarked as revenue budget that sports departments use for basic expenses, such as salaries of employees, while Rs.46.73 crore has been set aside for capital expenses that includes construction of facilities/new stadia etc. The allocation for basic expenses is Rs.226.49 crore less than last fiscal's. From Rs.2,775.90 crore in the last fiscal, the amount for capital expenses is Rs.4.29 crore down from Rs.51.02 crore. The Central government had allocated Aatma Nirbhar Bharat packages totalling Rs.20 lakh crore to various sectors this year to deal with economic impact of the Covid-19 pandemic. The fallout of this, coupled by the fact that a chunk of the budget allocated for sports in the 2020-21 fiscal had not been used due to the pandemic freezing a majority of the sports calendar last year, could be a reason for the allocation in various department being slashed for the 2021-22 fiscal. The Sports Authority of India (<keyword id="56002" type="COMPANY" weightage="20" keywordseo="SAI">SAI</keyword>) has been allocated Rs.660.41 crore, which is an increase from the Rs.500 crore allocated in the last budget. The <keyword id="6355249" type="COMPANY" weightage="20" keywordseo="sports-ministry">Sports Ministry</keyword>'s flagship Khelo India has had its allocation slashed to Rs.657.71 crore from Rs.890.42 crore allocated in 2020-21 -- a difference of Rs. 232.71 crore, though in the revised budget of 2020-21 the amount was reduced to Rs.890.42 crore to rs.329.77 crore. Assistance to the <keyword id="62989" type="COMPANY" weightage="20" keywordseo="National-Sports-Federations">National Sports Federations</keyword> (NSFs), however, has been increased by Rs.35 crore. This year's budget is Rs.280 crore while last year's was Rs.245 crore. "Our ACTC (Annual Calendar Training and Competitions) for the national team preparing for Tokyo Olympics has been approved but any change in plan would require more funding. If NSFs are given some additional funds in these unprecedented times due to pandemic it would be a big support," <keyword id="121542" type="COMPANY" weightage="20" keywordseo="Archery-Association-of-India">Archery Association of India</keyword> secretary general Pramod Chandurkar told <keyword id="105681" type="COMPANY" weightage="20" keywordseo="IANS">IANS</keyword>. Fencing Association of India secretary general Bashir Ahmed Khan said the Olympic year is always important. "It's always good to have more funds in Olympic year. Recently we got Rs.20 lakh for international exposure for CA Bhavani Devi as she is on the verge of getting Olympic quota and currently training in Italy. Since she plans to stay in Italy for a long period, it would be good we get additional funding apart from approved annual competition-cum-training calendar by the government," Khan told IANS. The year 2021 is an Olympic year due to the postponement of the 2020 Tokyo Olympics due to the Covid-19 pandemic. The Olympics was initially scheduled to be held from July 24 to August 9 last year but was postponed in March, 2020 to July 23 to August 8 this year.

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Rin celebrates India's Olympic fencer C.A. Bhavani Devi's story of grit, determination and hard work in its latest TVC

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Budget 2021: Government allocated Rs. 2596.14 crore for sports

IANS

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