Lifebuoy Soap: Roti - The unlikely reminder

This case study describes how Hindustan Unilever (HUL) promoted its Lifebuoy soap brand to rural, media-dark Indians at the 'Kumb Mela' festival using a hand-hygiene message branded on rotis, an Indian flatbread.

Lifebuoy Soap: Roti - The unlikely reminder

Mritunjay Kumar

Campaign details

Brand owner: Hindustan Unilever LimitedLead agency: Geometry GlobalBrand: Lifebuoy SoapCountry: IndiaIndustry Bath toiletries, soapsChannels used: Other and ambient mediaMedia budget: Up to 500k

Executive summary

In India, rural consumption of soap was low. This despite its widespread availability (Hindustan Unilever Ltd caters to about two million outlets) and accessibility (SKUs are available for only Rs 5). The key reason was the lower level of hygiene in rural India, and this made Lifebuoy's task of creating relevance...

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