Lifebuoy: Roti - the unlikely reminder

Agency: Ogilvy & Mather India
Advertiser: Hindustan Unilever
Brand: Lifebuoy
Country: India

Objectives

Background and challenge…

Rural consumption of soap is low. This despite widespread availability (HUL has a giant coverage reaching out to over 12 million outlets across India) and accessibility (low price SKUs @ Rs 5)

This is because general hygiene standards in rural India are low and the incessant outbreaks to diarrhea and diarrhea deaths provide ample proof. (23,86,600 children die of diarrhea every year in India and most of these deaths are rural, not because cities are cleaner but lower levels of personal hygiene in rural areas). There is low relevance for category, and soap is used only when unavoidable i.e. when body/ hands are visibly grimy/ oily. Hence, the need for direct contact to influence these consumers, create category relevance. However, reaching geographically scattered consumers in 'media dark areas', pushes up cost per contact and makes it business unviable.