Lifebuoy’s Beginning in India (1895)
Lifebuoy ad campaigns in the year of 1895, Lifebuoy was launched by its mother company, unilever, in India for the first time and people were introduced to india’s very first bathing soap.
Brand Promise: Lifebuoy has since its inception, laid emphasis on getting rid of germs, encouraging health and promoting hygiene.
The Iconic Jingle Era (1964)
“Tandurusti ki raksha. Lifebuoy hai jahan, Tandurusti hai wahan. These words were popularized by Jagjit Singh and a jingle that was associated with Lifebuoy. In people’s mind, the brand was signified with good health.
Target Audience: In the beginning Lifebuoy ad campaigns they reached out to rough looking active males and appealed to them by means of sport phrasing.”
Transition to a Family Brand
Rebranding Lifebuoy: Step back and look at the marketing strategies implemented in the late 1990s. The strategy was to target women, more specifically mothers.
2002 Turn: The Metaphor Closer became marketing with softer language like “Lifebuoy will make you avoid illness” marketed as a feminine bar of soap.
Result: Use of this branding strategy was able to increase market share by 18%.
Notable Campaigns
1. Swasthya Chetna (2002):
- Educated over 110 million rural Indians on handwashing and hygiene measures.
- Was supplemented by UV germ demonstrations, competitor activities and video clips.
2. Global Handwashing Day (2012):
Lifebuoy advocates hand hygiene to prevent child deaths, with over 48 million people being targeted worldwide.
3. Kumbh Mela Roti Reminder (2013):
Lifebuoy’s marketing strategy revolved around stamping messages such as “Lifebuoy se haath dhoye kya?” on rotis that were circulated to millions.
Cultural Impact
Little Gandhi Campaign (2006) This was a mass mobilization of children around the need for cleanliness which was driven by firmness and quality thus won a grandfather at the Effies.
“Bunty Tera Sabun Slow Hai Kya?” Well known advertisements popularized Lifebuoy’s liquid handwash.
Digital & Social Integration
Lifebuoy first launched its foray into the cyber world during the contest Healthy Hoga Hindustan that focused on hygiene through interactive applications in 2009.
The social reach was boosted through partnerships with influencers like Kajol and campaigns with WAGGGS.
