Hindustan Unilever: Swachh Aadat Swachh Bharat

Nikshit Shetty and Aunkita Dey

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

Hindustan Unilever: Swachh Aadat Swachh Bharat

Nikshit Shetty and Aunkita Dey

Campaign details

Brand: LifebuoyBrand Owner: Hindustan Unilever LimitedLead agency: PHD IndiaCountry: IndiaIndustry: Bath toiletries, soaps, Cleaners & detergentsChannels used: Content marketing, Direct marketing, Mobile & apps, Online video, Social mediaBudget: Over 20 million

Executive summary

In 2014, when the Indian Prime Minister launched Swachh Bharat Mission (the Clean India Movement), it was the first step taken towards making the country cleaner. But when the government embarked on the mission, it focused on building sanitation infrastructure alone....

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