Campaign details
Brand: LifebuoyBrand owner: Hindustan Unilever LimitedLead agency: MindshareCountry: IndiaIndustries: Bath toiletries, soapsMedia channels: Mobile & appsBudget: 500k - 1 million
Executive summary
In India, seven out of ten people use Lifebuoy. India's number-one soap brand has made successful inroads into urban India and built its equity as the best soap for protection against germs.
However, rural India has always been a tough battle. With extremely low traditional media penetration, low literacy rates and 79% of consumers using feature phones in the populous states of Uttar...