The marketing objective
Lifebuoy, India's #1 soap brand, with an annual penetration of 67%, has built its equity as the best soap for "Protection against germs".
At a time when consumers were oscillating more towards beauty soap brands (which dominate 74% of India's US$ 2.2 billion worth soap category), driving consumption by building greater relevance for hand-washing was the biggest challenge.
Lifebuoy is guided by its brand purpose of safeguarding people against life threatening diseases and hence driving hand hygiene behaviour change was a key mission, especially in rural India which contributes to sizeable business.
Hence the task was to overcome media barriers characteristic of rural India i.e. low television penetration and low literacy rates rendering print and out of home ineffective and negligible internet / smartphone penetration to reach consumers when they were most vulnerable.