Lifebuoy: Delivering hygiene one meal at a time

Lifebuoy, a soap brand, launched a campaign in India to educate people about the importance of washing one's hands before eating.

Campaign details

Brand: LifebuoyBrand owner: UnileverEntrant company: Mindshare, MumbaiMarket: IndiaSector: Bath toiletries, soapsMedia channels: Mobile & apps, Online video, Product sampling, Sales promotionBudget: Up to 500k

Executive summary

Lifebuoy faced the challenge of educating people on the importance of washing hands before eating meals. Traditionally, Indians prefer to eat with their hands. However, washing hands before meals is not a habit that comes easily to Indians. As per National Statistics Office, only 35.8% Indian households wash their hands prior to eating. We had to build relevance for...

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