Hindustan Unilever: Swachh Aadat Swachh Bharat

Nikshit Shetty and Aunkita Dey

Campaign details

Brand: Lifebuoy
Brand Owner: Hindustan Unilever Limited
Lead agency: PHD India
Country: India
Industry: Bath toiletries, soaps, Cleaners & detergents
Channels used: Content marketing, Direct marketing, Mobile & apps, Online video, Social media
Budget: Over 20 million

Executive summary

In 2014, when the Indian Prime Minister launched Swachh Bharat Mission (the Clean India Movement), it was the first step taken towards making the country cleaner. But when the government embarked on the mission, it focused on building sanitation infrastructure alone. There was no focus on ensuring how the infrastructure could be used.

Lifebuoy had a twofold objective to achieve:

  1. Spread a singular message through impactful content that is relatable across the length and breadth of the country.
  2. Make Indians re-evaluate their hygiene/sanitary habits.