The best of both worlds - rare but possible

Saji Abraham and Pooja Rawat
Lowe Lintas & Partners India

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page


This paper will argue that whilst brands have the potential to maximize profits, and be a force for social good, it is the exception rather than the rule.

We will illustrate this exception of how brands can deliver against objectives that are seemingly at odds with each other with the story of the world's largest hygiene and cleansing brand, Lifebuoy. It developed a unique campaign for Global Handwashing Day to address the problem of the deadliest diseases afflicting the world's poorest children: pneumonia and diarrhea.