Lifebuoy: Appealing to a mother's basic instinct
Vineet Nair
Campaign details
Brand owner: Hindustan Unilever Ltd (HUL)Leading agency: MindshareBudget: 500k – 1 millionCountry: IndiaIndustry: Bath toiletries, soapsMedia: Content marketing; Events and experiential; Integrated; Internet - display; Newspapers; Outdoor, out-of-home; Point-of-purchase, in-store; Product sampling; Public relations; Radio; Sponsorship - media; Television
Market background and cultural context
The Indian soap (bath and shower) category is one of the biggest categories in India accounting for almost 22% share of personal care. The market in India is worth 2.1 billion USD in which...