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Reckitt Benckiser launches crazieRBrands, online & mobile games

Developed by The Workroom and social media agency TAMBA, the games give players an opportunity to win global adventure

BestMediaInfo Bureau | Delhi | October 20, 2011

Reckitt Benckiser (RB), the global consumer products giant and parent of Clearasil, Durex, Dettol, Harpic, Lizol, Veet, Mortien and other iconic brands, announced the launch of a collection of fun and easy-to-play online and mobile minigames called crazieRBrands. These games are available on and players have the opportunity to win an exciting and unforgettable trip for two, worth nearly £8,000, to one of eight amazing destinations worldwide – including New York, Cape Town, Bangkok, Barcelona, Switzerland, Iceland, Brazil or India.

The selection of eight minigames in the crazieRBrands suite includes fast action and memory games presented by some of RB’s most famous Powerbrands. The Veet game lends an air of humour to the leg-waxing task and even cleaning a toilet bowl is rendered fun when playing the Lizol game.  Each of the crazieRBrands games rewards the player with the sense of achievement that comes with being at the top of their mental game – in addition to the potential to win an exciting trip for two.

RB is a global force in the FMCG (fast moving consumer goods) space, and is known for its innovation and market-beating financial performance. The online and mobile crazieRBrands games are designed to raise awareness of RB’s corporate brand among students and graduates early in their career, by improving recall of the RB brand and tying it back to its iconic, innovative Powerbrands such as Dettol, Harpic, Veet, Lizol, Durex and Clearasil. The games aim at further increasing the recall with the RB Brand.

RB continues to enhance its online and mobile gaming platforms due to the games’ success to-date as a fun and informal way to engage graduates and early-careerists with the RB corporate brand.

The crazieRBrands suite of games is available on iPhone and Android, putting RB squarely in the sweet-spot of its target demographic.  Indeed, roughly 70% of this young careerist demographic owns a smart phone, and 81% of them play mobile games on a weekly basis.

The games are available on and are supported by a social media seeding strategy which targets relevant gaming portals, news groups and communities.  In order to start playing and enter to win the amazing global adventure, participants simply need to leave their score on the leaderboard and enter themselves into the prize draw.

Chander Mohan Sethi, Regional Director – South Asia, Chairman and Managing Director Reckitt Benckiser (India) Ltd said, “RB as a business is very fast paced and a very dynamic  place to work at. We have a unique culture that’s most suitable for young professionals who enjoy quick decision making, coupled with a fast-paced and agile environment. To continue our rapid growth we are always looking for innovative ways to make ourselves better known among the next generation of managers. These games are a great idea to help people make the connection with RB and the speed at which our business operates.”

The crazierBRands games and mobile app have been developed in partnership with The Workroom and social media agency TAMBA.

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