Lifebuoy: The Infection Alert System – An inclusive media strategy across the income pyramid

Lifebuoy, a soap brand, created a real-time, and hyper-customised, infection alert system targeting families and pilgrims at events in India, to build relevance and drive penetration.

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. Our main objective here was to:

  1. Increase key brand attribute (i.e. "Protect effectively from germs") score by 300 BPS
  2. Drive saliency by chasing TOP of Mind Awareness' within the category

Having said that Lifebuoy is guided by its brand...

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