RMG sector has been the powerhouse for country’s economy with a $20 billion industry where 4 million people work day and night to sew the dreams of a nation. The growing industry has also growing concerns of safety. “Expert Protidin” is a social campaign developed to aware these workers about the basic safety issues and best work practices. Brand relevance with the campaign established from the fact that FairandLovely and Sunsilk both work on how to be expert when taking care of skin and hair. With an interactive session at their very own working premise, the campaign talked to 1,558,000 people to promote these issues. An intelligent brand placement in the campaign has also brought positive business results.