Lead Agency: Mindshare India
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:
- Increase key brand attribute (i.e. "Protect effectively from germs") score of by 300 BPS
- Drive salience by chasing 'top of mind awareness' within the category.
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.