Campaign Details

Brand: Lifebuoy
Lead Agency: Mindshare India
Region: APAC

Strategy

Objective

Strategic Objective

Lifebuoy, India's #1 soap brand, with an annual penetration of 72%, 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 of by 300 BPS
  2. Drive salience by chasing 'top of mind awareness' within the category.

Business Problem

Lifebuoy, with its proposition of germ protection, is India's leading soap brand with 17% market share in a category that is highly fragmented with 50+ brands vying for a place in a consumer's soap dish.