Lifebuoy: World's largest COVID campaign

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Campaign details

Brand: LifebuoyBrand owner: Unilever IndiaAgency: Mindshare FulcrumMarket: IndiaIndustries: Bath toiletries, soapsMedia channels: Gaming & in-game advertising, Integrated, Mobile & apps, Online video, Product sampling, Social media, Television, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

With the most pronounced rise in daily new cases of Covid-19, India currently ranks number-one in the world, making it one of the most challenging health emergencies India and the rest of the world has ever seen.

According to the World Health Organization, frequent handwashing with soap and...

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