7/10 people in India use Lifebuoy which is India's no. 1 soap brand with a market share of 14%. Over the years, Lifebuoy 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" was the marketing objective.
Driven by its "brand purpose" of safeguarding consumers and their children against preventable diseases, Lifebuoy wanted to communicate at the moment of truth when vulnerability is high.
The Research Objective therefore was "To create the "Predictive Bell-Weather" - a predictive decision support system that would proactively signal likelihoods of "intent" spikes on diseases in the near future based on forecast weather conditions at a geography level.