Unilever's Rinso leans on raw, community-led storytelling with 'Laundry Majapahit'

Unilever’s Rinso has rolled out a social-first campaign, Laundry Majapahit, which moves away from glossy production and embraces raw, community-driven storytelling. The approach centres on a IDR 2,000 (US$0.12) self-service laundry run by a relatable figure, Ibu Yati, whose modest setup became the linchpin for the detergent brand’s message.

Instead of traditional ads or overt branding cues, Rinso relied on curious locals and online users to fuel the narrative. The brand intentionally stepped back, allowing social behaviour to shape the story and TikTok audiences to carry the campaign forward.

Speaking to MARKETING-INTERACTIVE, the Rinso team said the objective was to “communicate Rinso’s unique value proposition - effective stain removal and lasting fragrance at an affordable price - through engaging social media content.”

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Conversation became the key media channel. Content creators reviewed the activation and discussed why such an understated setup resonated. One review by TikTok user @adekberanak - reacting to the laundry service and its premise - generated 25.7 million views and 1.8 million likes. 

The Rinso team also released its own video, visiting the site and upgrading the service through what it called Laundry Majapahit Pro.

The strategy taps into consumers’ growing appetite for brands that feel rooted in real life yet still offer crafted entertainment. With Laundry Majapahit, Rinso pushes that tension further - proving a narrative can feel organic even when the brand stays largely out of the frame.

Running from 6 to 21 October, the campaign was executed primarily on TikTok and produced through a collaboration between the brand team and Unilever Indonesia’s Home Care Digital and Media team.

Rinso was the first detergent brand introduced in Indonesia, launched in 1970 for the mass market and widely recognised for its “Berani kotor itu baik” slogan. Frequently used as a proprietary eponym in the market, the brand positions its products around easier, more efficient cleaning, highlighting quick stain removal, odour control, and antibacterial protection through its double clean fresh technology.

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