Hindustan Unilever: Lifebuoy - the jump pump

This case study describes how Hindustan Unilever Limited (HUL) used the language of play to promote its Lifebuoy soap brand in rural India as a way of improving hygiene among schoolchildren.

Hindustan Unilever: Lifebuoy - the jump pump

Company: Geometry Global IndiaCountry: IndiaCategory: Cause and Small Budget

The Campaign: The Summary Statement

The idea has been able to resonate with the core target group on multiple levels. Apart from achieving marketing, social and visibility goals, the idea has been able to drive a behavior change at minimal cost. We were able to engage with kids in a language that they understand. We converted existing but unused hand pumps, in to cheerful playgrounds for kids. The unconventional and innovative approach transformed these mundane and cumbersome-to-use hand pumps....

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