Lifebuoy: The adaptive data lighthouse 2.0

Lifebuoy, a soap brand, launched a campaign in India to promote hand-washing in Uttar Pradesh and Bihar, which had high infant mortality rates.

Campaign details

Brand: Lifebuoy Brand owner: Unilever Entrant company: Mindshare, Mumbai Market: India Sector: Bath toiletries, soaps Media channels: Mobile & apps Budget: 1 - 3 million

Executive summary

Lifebuoy, India's number-one soap brand, with annual penetration of 72% and 17% market share, has made successful inroads into urban India and built its equity as the best soap for protection against germs.

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