Lifebuoy: Covid campaign – saving lives > selling soaps

Lifebuoy, a soap brand, launched a campaign in India to reach and educate Indians on the importance of washing hands with soap to prevent COVID-19.

The marketing objective

At the peak of Covid-19 pandemic, in the world's 2nd largest population, the objective was to reach and educate Indians in every nook and corner of the country with one message - "Wash hands with soap; any soap" - the most cost-effective method to prevent COVID-19 and save 1.3 billion lives from a crippling medical emergency.

The Target Audience

India's geographical schema is a complex matrix of 28 states, 4000+ cities, 10,000+ towns and 650,000+ villages speaking 22 different languages.

The economic diversity further segments the country into India 1 comprising of "elite & affluent" households, India...

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