Advertising Strategy Of Lifebuoy 5x2x63

Advertising Strategy of Lifebuoy –Roti Remainder Campaign -Submitted by K.Naresh Kumar, 172/2013. At the Kumbh, where all big marketers are vying to sell their products and boost their brands, Hindustan Unilever Limitedpromotes Lifebuoy soap through rotis in an innovative way. The country‟s largest consumer products firm, along with creative agency Ogilvy, has partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped with “Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?) The Roti Reminder gets consumers’ attention at the exact time when hand washing is critical. The company has made special heat stamps to make an impression of its message on rotis and hired 100 promoters to stand in 100 kitchens across the mela. The campaign started on February 1 and ran for 30 days. The company hopes to put the hand wash reminder on 2.5 million rotis. The Mahakumbh provides a unique opportunity to communicate this message to a large, predominantly small-town and rural population. In effect, this simple, clutter breaking idea will help us reach out to a massive audience, at a fraction of the cost. Agency : Ogilvy & Mather Pvt Ltd. Client : Hindustan Unilever Limited. Brand : Lifebuoy Soaps. Budget : $36000 Communication Medium : Rotis. Target : All the in a family. Marketing Mix : Product : Lifebuoy Soap Place : 100 kitchens and 100 dhabas in Kumbhmela. Promotion : Health Awareness. Brief :

Every year over a million children die of diarrhea. Most of the deaths are rural due to lower levels of personal hygiene in rural India. The simple act of hand washing with soap can help prevent this. The objective was to create & deliver an idea to remind people to wash their hands before meals, impactful enough to double our reach against existing benchmarks at a meager budget.

Result : The campaign garnered 80 million global impressions and amounting to revenue of $59.3 million (1600 times ROI). One of the market leaders — Nielsen data for the last quarter pegs Lifebuoy at 14.5% market share, a close second to Lux's 14.6% — the name of the brand came from the life-saving buoy thrown out to people at sea to prevent them from drowning, literally meaning that the brand saves lives. A global brand, it lost its original moorings in the 50s and the 60s in many markets except in India. It was first targeted at men and masculine health. The promise of Lifebuoy was 'You will remain healthy if you use Lifebuoy. You will be able to play hockey or football well'. It was sporty. When it started, the focus was on men as the role of the man was prime. The symbolism of health, at the time, was the huge, sporty, macho man. Now, the brand targets women, especially mothers. Lifebuoy is one of the sponsors of ‘Global Handwashing Day’. The brand now, wants to adopt a friendlier tone. “There are two ways to make people aware of health. One is to scaremonger and the other is to empower. This is the only brand that can converse with you about health in such a manner that it won’t scare you”. Awards :

AMEA

Media Strategy

AMEA

Media Strategy

AMEA

Media Strategy

Pharmaceauticals, Beauty Products, Cosmetics & Toileteries Sponsorship & Event Marketing Small Budget Media Campaign

Gold

Lifebuoy Roti Reminder

Gold

Lifebuoy Roti Reminder

Gold

Lifebuoy Roti Reminder

References : http://awards.kyoorius.com/2014/advertising/2014-nominees/lifebuoy-roti-reminder-2/ http://www.4-traders.com/HINDUSTAN-UNILEVER-LIMITE-9058826/news/HindustanUnilever--HUL-recognised-at-Asia-Marketing-Effectiveness--Strategy-Awards--Goafest18587278/ http://economictimes.indiatimes.com/slideshows/advertising-marketing/huls-roti-reminderlifebuoy-campaign-catches-attention-at-kumbh-mela/slideshow/18399577.cms http://www.hul.co.in/mediacentre/newsandfeatures/2014/HUL-recognised-at-AsiaMarketing-Effectiveness-and-Strategy-Awards-and-Goafest.aspx