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...