Campaign details

Brand: Lifebuoy
Brand owner: Hindustan Unilever Limited
Lead agency: Mindshare
Country: India
Industries: Bath toiletries, soaps
Media channels: Mobile & apps
Budget: 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 Pradesh (UP) and Bihar (30% of rural population), reaching out to consumers is a big task. Making progress in UP and Bihar is important as they report the highest rates of infant deaths due to diarrhoea and pneumonia – diseases that can be prevented by the simple and cost-effective act of handwashing with soap.