Lifebuoy: Activating Infection Alert System In Rural India

Lifebuoy, a brand of soap, created a data-led infection alert system, which helped its target audience of rural Indians protect themselves against infections.

Campaign Details

Brand: LifebuoyLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Strategic Objective

Lifebuoy, India's #1 soap brand, with an annual penetration of 72%, 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!

Our main objective here was to:

  1. Increase key brand attribute (i.e. "Protect effectively from germs") score of by 300 BPS
  2. Drive salience by chasing 'top...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands