Rexona in its new campaign empowers Women's Football in India

In an effort to support FIFA's Women's Football objectives and bridge the gender gap in the sport, Rexona has launched the 'Breaking Limits: Girls Can' series in India. With the ambitious goal of encouraging more girls to play football, Rexona has introduced the Breaking Limits Programme, a free digital training series designed to upskill coaches, community leaders, and mentors. This initiative aims to equip them with the knowledge and tools necessary to foster confidence and create opportunities for youth through movement-based programs.

The 'Girls Can' series also places a strong emphasis on establishing safe environments for girls, enhancing self-esteem, and ensuring inclusivity for individuals of all ethnic backgrounds. This initiative comes at a crucial time, as less than 1% of girls currently participate in football in India.

To draw attention to this startling statistic, Rexona unveiled an evocative art installation in Kolkata. The installation features a hundred white jerseys with a single pink shirt, symbolizing the 1% of girls currently involved in the sport. The stark contrast serves as a powerful visual representation of the gender disparity in Indian football.

Public figures, including Aditi Chauhan, Goalkeeper for the National Indian Women's team, and influencers engaged with the installation, amplifying the message and raising awareness about the need for change.

The campaign video, directed by Sandhya Daisy Sundaram, brings to life the real stories of young girls who have observed boys playing football. It highlights the challenges these girls face in accessing equal opportunities in a society and industry where only a few women have managed to break through. The art installation takes the protagonists and viewers alike through their memories, emotions, and triumphs, evoking a profound experience.

Aditi Chauhan, Goalkeeper for the National Indian Women's team, expressed her excitement about partnering with Rexona India in inspiring young girls to embrace football without hesitation. She believes that this collaboration aligns perfectly with her dedication to breaking barriers and creating pathways for girls in football. Together with Rexona, she hopes to foster a future where every girl's passion for the sport is met with encouragement, motivation, guidance, and opportunity.

Ashwath Swaminathan, Head of India Oral Care and Deos at Rexona, emphasized the transformative power of sports, particularly football, in breaking down barriers and empowering young girls. Rexona's commitment to inspiring girls to play football stems from the belief that they deserve the same opportunities and recognition as anyone else. Through their initiatives, they aim to shatter societal stigmas and uplift these young female athletes, reminding them that they are never alone in their journey.

Kathryn Swallow, Rexona Global Brand VP, stated that Rexona is dedicated to championing inclusivity in movement. As the world's leading antiperspirant and deodorant brand, Rexona is committed to creating a world where every girl has the chance and confidence to play football. Football has immense unifying potential, inspiring movement, and unity. This is why Rexona is thrilled to introduce the Breaking Limits Programme in India, marking their determined stride toward this vision.

Rexona's 'Breaking Limits: Girls Can' initiative is a significant step toward promoting gender equality in Indian football and empowering young girls to pursue their dreams on the football field. With the combination of digital training, awareness campaigns, and the support of influential figures like Aditi Chauhan, Rexona aims to inspire a new generation of female football players in India.