Lifebuoy: Roti - The unlikely reminder

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian consumers by using roti - a type of bread - as its media.

Lifebuoy: Roti - the unlikely reminder

Agency: Ogilvy & Mather IndiaAdvertiser: Hindustan UnileverBrand: LifebuoyCountry: 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...

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