Rexona and Smriti Mandhana Urge Women to Step In with ‘Maidan Mein Utro’

Fences can be a comfortable place to stay. But some of us step in – to sweat, to 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 are pushing boundaries every day, the campaign is positioned not just as advertising, but as a cultural call to participate and own your confidence. Set against the electric energy of a cricket stadium, the film shows Mandhana walking onto the field with purpose as her voice echoes, “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.”

What follows is a dynamic celebration of movement, resilience and belief, shifting between training, gameplay and moments of quiet determination. Maidan Mein Utro becomes a rallying cry for women to step forward without hesitation. Through Mandhana’s presence, Rexona reinforces its stance that confidence isn’t about avoiding sweat — it’s about embracing it and staying ready for whatever comes next.

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. Its 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.”