Lifebuoy: Paanch Ki Paathshala - School of 5

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.

Lifebuoy: Paanch Ki Paathshala - School of 5

Ronnie Thomas, Aviraj Kumar and Priyanka Agrawal

Campaign details

Brand: LifebuoyBrand owner: Hindustan Unilever LimitedLead agency 1: PHD IndiaCountry: IndiaIndustries: Bath toiletries, soaps, Toiletries & cosmetics (general)Channels used: Mobile & appsBudget: Up to 500k

Executive summary

Diarrhoeal death is the second leading cause of death amongst children. Of all the Indian states, research shows Bihar is one of the worst affected states in terms of child mortality.

The root cause of all such diseases and ailments had a correlation...

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