Lifebuoy: Appealing to a mother's basic instinct

This case study shows how Lifebuoy, the largest soap brand in India, targeted mothers by giving them germ protection information around Holi, Ramadan and the Swine Flu epidemic.

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...

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