Campaign details
Brand: Lifebuoy
Brand owner: Hindustan Unilever Limited
Lead agency: Mindshare
Country: India
Industries: Bath toiletries, soaps
Media channels: Mobile & apps
Budget: Up to 500k
Executive summary
Lifebuoy, India's number-one soap brand, with annual penetration of 72% and 17% market share, has made successful inroads into urban India and built its equity as the best soap for protection against germs.
However, rural India has always been a tough battle. With extremely low traditional media penetration (<30%), low literacy rates and 79% of consumers using feature phones in the largest states of Uttar Pradesh (UP) and Bihar (30% of rural population), reaching out to consumers is a big task. Making progress in UP and Bihar is important as they report the highest infant deaths due to diarrhoea and pneumonia – diseases that can be prevented by the cost-effective act of handwashing with soap.