The Brief

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. Maharashtra, one of key state of India, had been severely affected due to H1N1 epidemic. With a population of 4.6 mn, PUNE has been hub of H1N1 flu epidemic, respiratory diseases like Swine flu for past few years. Lifebuoy has always been supporting people in their quest for better personal hygiene. There was a need to change pattern of ‘Handwashing with soap’ from an ‘abstract’ good idea’ into an ‘automatic behaviour’.

Describe how the promotion developed from concept to implementation

General Myth: 91% Indians believed that “Handwashing with water alone” is safe. Challenge for the brand was to break this myth & encourage usage of handwash. Mothers were the buying target for the brand but we had to influence them to shake her belief that washing with water alone was not enough. Research has confirmed kids are powerful agents of behavioural change. Thus, “KIDS” became our influential TG. We needed someone who kids can easily relate, thus we saw our Little Warrior in CHINTOO, famous local comic-strip hero & a household name, published in SAKAL, leading daily of Maharashtra.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 Glow-Germ Test was done across Cinema Halls CHINTOO Facebook page with readers contest garnered approximately 17000 likes in 15-days and generated free PR among “Elite Cinema” communities. 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.

Explain why the method of promotion was most relevant to the product or service

CHINTOO stories revolve around various day-to-day issues; wherein Chintoo has smart solution for every problem. This saw first ever brand integration with two-decade old strong piece of local culture which was completely untouched & non-commercialized. First-time in 21-years, the comic strip was made to disappear for 15-days with asking readers to write stories of Chintoo in their own life. Strip reappeared with CHINTOO actively propagating ‘handwashing as FUN experience’. Brand partnered the first-ever adapted CHINTOO feature-film. Disruptive messaging became integral part of movie-reel wherein during interval CHINTOO encouraged usage of handwash. This was supported by active and passive in-film integrations.