The Campaign

Lifebuoy wanted to build relevance with the Indian Muslim population via special occasions. Ramadan as observed across the world, is the most important month for the 180 million Muslims in India – observed by abstaining from food & drink during the day and breaking the fast (IFTAR) together with family in the evening. In the surge to break this fast, people often forget to wash their hands before eating. We used this opportunity to remind Muslims to wash their hands before IFTAR. A media led intervention focusing on “WHEN” and “WHERE” the fast was broken, with a simple message “Before IFTAR time is Lifebuoy time” We identified these moments in the KEY Muslim geographies to activate Lifebuoy contextually across print, TV, outdoor and mobile in the biggest Lifebuoy & Muslim market of India – Uttar Pradesh. The strategy led to 382% increase in primary off-takes in the targeted catchment areas.

Success of the Campaign

A total 1.5 million MMS & 4.5 million SMS were sent out by Lifebuoy during this campaign. This MOMENT OF TRUTH approach helped us in not only achieve our objectives but saw some unprecedented business results too in our target market - Share of endorsements on “Effectively protects from GERMS” increased by 200 BPS - The same period saw an unprecedented increase in primary off-take by 382% in the targeted catchment areas. Thus we not only achieved our business results but were able to drive the required habit change.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We designed a media led intervention focusing on “WHEN” and “WHERE” the fast was broken, with a simple message “Before IFTAR time is Lifebuoy time”. Muslims refer to Urdu newspapers for the Daily IFTAR Time. Hence we contextualized everyday IFTAR time with Lifebuoy messaging with largest Urdu newspapers. We also distributed Lifebuoy IFTAR time-table at key Muslim congregation points. A revolutionary technology– MMS 2.0 for the 1st time ever, allowed us to deliver 1.5 million Lifebuoy MMS just 5 minutes before IFTAR on all mobile phone users (including non- data enabled feature phones). All mosques and big eateries were covered through outdoor and mobile HAND WASHING canters. In eateries, we created reminder placards on every table and every food container for home delivery was branded with the same message. Lastly we partnered with influential media houses on TV and Print through editorials and content interventions to further reinforce Lifebuoy message.

The single most cause of germinal infection resulting in diarrhea and dysentery is due to eating food before washing hands. During Ramadan, IFTAR is the most crucial time of the day and in the hurry to break their fast, people often forget to wash their hands. This was a perfect opportunity for Lifebuoy, the world’s # 1 GERM PROTECTION soap to reinforce its message of washing hands before eating. Uttar Pradesh, India’s most populous state is home to almost 40 million Muslims in India (maximum anywhere in India). It also happens to be Lifebuoy’s biggest market, any movement in the markets leads to an impact on overall Lifebuoy sales. Hence we picked Uttar Pradesh to build relevance with the Muslim population to drive, - 50% increase in off-take in selected markets - 100 BPS increase in endorsements on “Effectively protects from GERMS”.