Lifebuoy: The Adaptive Data Lighthouse 2.0

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

Campaign details

Brand: LifebuoyLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Seven out of ten people in India use Lifebuoy which is India's #1 soap brand. Lifebuoy's business is reflective of India's rural-urban population split i.e. 70% of business comes from rural India.

The brand is guided by its purpose of empowering people to safeguard themselves against life threatening diseases, especially in rural India where most families earn less than 1 dollar a day and a disease/infection in the family can be severely debilitating – emotionally and financially.

Lifebuoy's objective was to reach these people to...

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