The Campaign

Since 1894, Lifebuoy had supported people in their quest for better personal hygiene. The classic red bar of Lifebuoy soap and its distinctive carbolic smell has been synonymous with cleanliness throughout the twentieth century. Today, the Lifebuoy brand is more than the quintessential red bar. Diarrhoea & Acute Respiratory infections takes lives of millions of children in India and coupled with scare of H1N1 flu epidemic, personal hygiene had become on top priority. Also H1N1 flu epidemic in mid-2009 spotlighted the use of handwashes and sanitisers. Maharashtra, one of key state of India, had been severely affected due to H1N1 epidemic. Our solution needed to influence consumer attitudes but also overcome competitive challenges to re-hoist Lifebuoy as the true flag-bearer of the hygiene-via-handwash paradigm. Mothers were the buying target for the brand but we got rude shock to discover that 91% of our target believed that handwashing with water alone is safe. We had to influence them to shake her belief that washing with water alone was not enough. Also research has confirmed kids are powerful agents of behavioural change. Thus, “KIDS” became our influential TG. The media approach had to be educative in nature, but simple to understand.

Results

The first ever brand integration with two-decade old strong piece of local culture which was completely untouched & non-commercialized. First time in 21 years of Chintoo comic strip readers of Sakal newspaper woke up to find out that Chintoo strip being “Missing”. But for the first time, the creators of Chintoo allowed any brand endorsing done through their character. Consecutively for next 4 days readers were asked to contribute “tell us the Chintoo of your life” {While the original Chintoo was still missing}. Readers got a chance to feature in Chintoo strip as their real life Chintoo strip. It culminated with gratification for top 10 best stories getting featured in a Lifebuoy ad. We got 4000sqc branded ad space, Brand partnered the first-ever adapted CHINTOO feature-film. Disruptive messaging became an integral part of movie-reel. Brand owned the MOVIE REEL time space, integrated the brand/social message of “If you are going out and eat something, then do not forget to wash hands with liquid Handwash”, was propagated by lead protagonist of movie Chintoo as soon as Interval slate appeared. Seamless active and passive integrations in Father – son and Mother – son relationships spreading the message of how important it is to wash your hands before eating & projecting “handwash” as “FUN” experience for the KIDS. Glow-Germ Test was done across Cinema Halls. 15-days co-branded vignette activity garnered 727 GRPs. 25000-branded Chintoo stickers distributed

Playfulness was a pre-requisite for this educative approach to work. We needed someone who kids can easily relate, thus we saw our Little Warrior in CHINTOO, famous local comic hero & a household name, published in SAKAL, leading daily of Maharashtra. CHINTOO stories revolve around various day-to-day issues; wherein Chintoo has smart solution for every problem. Two decade old comic strip was made to disappear for 15 days & reappeared with CHINTOO actively propagating ‘handwashing as FUN experience’ along with announcing the first-ever CHINTOO film. Disruptive messaging became integral part of movie-reel wherein during interval CHINTOO encouraged usage of handwash.

6% increase in market share. 74% unaided recall of brand message. 91% TOM awareness within movie. 1.1mn reached through movie-reel messaging. 17mn reached through co-branded TVC & Print ads. CHINTOO Facebook page with readers contest garnered approximately 17000 likes in 15-days and generated free PR among “Elite Cinema” communities. Merchandising with 25000 Lifebuoy Handwash branded CHINTOO stickers distributed. 4-day contest with SAKAL fetched 650plus SMS+EMAIL based-responses along-with branded space of 4000sqc on dailies. On SAKAL web-portal, CHINTOO strip was made to disappear for 7 days, with Chintoo followers commenting about his sudden absence.