Lifebuoy: Delivering hygiene one meal at a time

Ajay Mehta, Advait Purandare, Sanaa Jummal

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

Campaign details

Brand: LifebuoyBrand owner: Hindustan UnileverAgency: MindshareMarket: IndiaIndustries: Mobile & apps, Online video, Product sampling, Websites & micrositesMedia channels: Bath toiletries, soapsBudget: Up to 500k

Executive summary

Traditionally, Indians prefer to eat their meals with their hands. However, washing hands before eating is not a habit that comes easily to most Indians. Lifebuoy, India's number-one germ protection brand, faced the challenge of educating people on the importance of washing their hands before eating. We had to build relevance for Lifebuoy hand wash and bring about behavioural...

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