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...