Lifebuoy: The adaptive data lighthouse – Scaling up the infection alert system in rural areas

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

The marketing objective

Lifebuoy, India's #1 soap brand, with an annual penetration of 67%, has built its equity as the best soap for "Protection against germs".

At a time when consumers were oscillating more towards beauty soap brands (which dominate 74% of India's US$ 2.2 billion worth soap category), driving consumption by building greater relevance for hand-washing was the biggest challenge.

Lifebuoy is guided by its brand purpose of safeguarding people against life threatening diseases and hence driving hand hygiene behaviour change was a key mission, especially in rural India which contributes to sizeable business.

Hence the task was to...

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