Lifebuoy: The Adaptive Data Lighthouse

Rituparna Dasgupta, Somnath Saha, Himanshu Jha

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

Campaign details

Brand: LifebuoyBrand owner: Hindustan Unilever LimitedLead agency: MindshareCountry: IndiaIndustries: Bath toiletries, soapsMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

Lifebuoy, India's number-one soap brand, with...

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