Campaign details
Brand: LifebuoyBrand owner: Hindustan Unilever LimitedLead agency: MindshareCountry: IndiaIndustries: Bath toiletries, soapsMedia channels: Mobile & appsBudget: Up to 500k
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.
However, rural India has always been a tough battle. With extremely low traditional media penetration (<30%), low literacy rates and 79% of consumers using feature phones in the largest states of Uttar...