I Set My Own Rivaj

For over a decade and a half, Rivaj stood as a household name in Pakistan’s mass beauty segment, offering affordable, accessible products that catered to the needs of the everyday South Asian woman. With an expansive portfolio spanning makeup, skincare, and personal care, Rivaj had secured widespread distribution and impressive recall in the low-to-mid tier market. However, despite this strong retail presence, the brand lacked the emotional and cultural connection that today’s audiences demand from beauty labels.

By 2022, the brand faced a critical question: how does a legacy mass-market brand evolve in a market where consumer expectations are rapidly being redefined by individuality, inclusivity, and narrative-driven marketing?

This was the turning point when House Of Brains (HOB), a full-service creative and marketing agency, stepped in with a radical, insight-driven rebranding strategy,“I Set My Own Rivaj.” This campaign didn’t just reposition the brand-it reframed the cultural conversation around it.

The Challenge- From Commodity to Culture:
Despite being one of the largest cosmetics brands in Pakistan by market penetration, Rivaj was increasingly viewed as generic and outdated by younger consumers. The brand’s communication lacked a cohesive voice and had never fully articulated what it stood for beyond affordability and variety.

Market research conducted by HOB revealed a growing discontent among Pakistani women, especially Gen Z and younger millennials—toward traditional beauty norms. They were looking for brands that reflected their real-life struggles, choices, and identities. They were rejecting cookie-cutter definitions of femininity and beauty imposed by cultural narratives.

HOB saw an opportunity not just to reposition a brand, but to create a cultural movement.

The Strategy- A Statement of Self-Definition:
At the core of the campaign was a singular insight: women today want to define beauty on their own terms. The name “Rivaj”—which means tradition—was deliberately flipped on its head. Instead of running from the word’s connotations, the campaign took ownership of it. “I Set My Own Rivaj” became a bold declaration: tradition isn’t something inherited; it’s something created, redefined, and owned by each individual.

From creative development to digital storytelling, HOB built an integrated campaign architecture that spanned social media, influencer marketing, television, and in-store POS displays. Real women—across diverse backgrounds, professions, skin tones, and body types—were cast as protagonists of their own stories. Their narratives of self-liberation and confidence were placed at the center of the campaign.

The campaign was launched on March 8, 2023 (International Women’s Day) making a powerful symbolic statement. The messaging was not preachy or rebellious for the sake of optics; it was authentic, deeply human, and empowering.

The Impact-From Brand Recall to Brand Relevance:
“I Set My Own Rivaj” didn’t just win over hearts, it won market share.
The campaign saw an uplift in key brand metrics across the board. Social media engagement skyrocketed, with sentiment data reflecting overwhelmingly positive reactions. Rivaj’s Instagram saw over 400% growth in engagement rates during the campaign window. Influencer content under the campaign hashtag generated millions of organic impressions, far outperforming competitors in the same pricing tier.

Retail feedback showed that brand visibility and preference spiked significantly—especially among urban women aged 18–35, a segment previously disengaged from Rivaj’s communications.

Most importantly, the campaign succeeded in humanizing the brand. Rivaj was no longer just a product on a shelf—it became a reflection of the women who wore it.

A New Chapter, A New Legacy:
What began as a rebranding exercise turned into a cultural milestone. House Of Brains (HOB) didn’t just craft a campaign; it built a narrative that made beauty personal, inclusive, and empowering. Rivaj, once boxed into its definition of tradition, had broken free to become a canvas for self-expression.

In an industry saturated with global players and new-age indie brands, Rivaj’s bold pivot proves that legacy brands don’t need to be left behind—they need to be reborn with purpose.

“I Set My Own Rivaj” wasn’t just a campaign. It was a manifesto.