Product / ServiceBAR SOAP
CategoryA03. Long-Term Creative Effectiveness
Idea Creation 3 MULLENLOWE SSP3 Bogotá, COLOMBIA


Name Company Position
Virat Tandon MullenLowe Lintas Group India Group Chief Executive Officer
Amer Jaleel MullenLowe Lintas Group India Group Chairman & Chief Creative Officer
Sagar Kapoor MullenLowe Lintas Group India Chief Creative Officer
Carlos Andres Rodriguez Monroy MullenLowe SSP3 Bogota Chief Creative Officer
Saji Abraham MullenLowe Lintas Group India Executive Director
Sarvesh Raikar MullenLowe Lintas Group India Executive Director
Ateet Shroff MullenLowe Singapore Creative Director
Nitin Sawant MullenLowe Lintas Group India Group Creative Director
Satendra Mhatre MullenLowe Lintas Group India Associate Creative Director
Vinay Vinayak MullenLowe Singapore Global Business Director
Dharal Goshalia MullenLowe Lintas Group India Associate Vice President
Prathamesh Kulkarni MullenLowe Lintas Group India Brand Services Director
Diya Sarkar MullenLowe Lintas Group India Brand Services Manager
Savita Iyer MullenLowe Lintas Group India Associate Vice President
Samir Singh Unilever Global Executive Vice President, Skin Cleansing
Kartik Chandrasekhar Unilever Global Brand Vice President, Lifebuoy
Anila Gopal Unilever Global Brand Director, Lifebuoy
Anusha Gupta Unilever Global Brand Manager, Ponds
Aarti Daryanani Unilever Global Assistant Brand Manager, Lifebuoy
Esha Sheth Unilever Global Brand Manager, Lifebuoy
Pradakshana Kaul Unilever Global Assistant Brand Manager, Lifebuoy


6.3 million children under the age of 5 die every year. A staggering 2 million of those deaths are largely due to so called ‘common illnesses’ like pneumonia and diarrhoea. India’s Under 5 mortality in 2013 was approximately 1,370,000, Kenya was at 150,000 and Indonesia at 79,000*. It’s both shocking and heartening when you realize that these diseases can be prevented and lives can be saved. Washing hands with soap is one of the most effective ways to prevent infections like diarrhoea and pneumonia. One simple act could help more children all over the world reach the age of 5. Despite its proven effectiveness, observed rates of handwashing with soap at critical moments - before handling food and after using the toilet, range from 0% to 34%. For lifebuoy competition was not another brand but the ignorance of and apathy towards basic hygiene and hand washing with soap. The solution to this massive problem of child mortality is so simple - the act of hand washing with soap that can reduce these deaths by 1 million each year, cutting deaths from diarrhea by 40% and deaths from acute respiratory infections by 25% more than any other intervention alone. An issue as profound as child mortality can be compounded by the perception that individuals are powerless to do anything meaningful. In this perception, we found our consumer insight: ‘often times even the most well intentioned people feel overwhelmed and helpless about big problems like child mortality. Everyone wants to help save lives but they think it is beyond their power’ Help A Child Reach 5: POWER TO SAVE LIVES OF CHILDREN UNDER 5 IS IN OUR HANDS. Through this idea, we wanted people to realise that the power to bring change was really in their hands. The effort lay in linking the incredibly simple habit of handwashing to the immensely important act of saving the lives of children. The campaign effort was set alight by the inspiring clarion call, ‘Help A Child Reach 5’ - A simple message that continues to have profound ground level implications. • Lifebuoy’s initiative played a role in pushing the needle for UN to amend SDG (Goal6.2) in April 2016 to include a handwashing indicator • Marketing Guru David Aaker acknowledged #HelpAChildReach5 campaign as world’s best branded social program ever • The Bill and Melinda Gates Foundation commit time and resources to fighting under 5 mortality • Lifebuoy’s behaviour change programs, helped with 25% reduction in diarrhoea • 1.5 times increase in handwashing occasions for mothers exposed to Mobile Doctarni program • Lifebuoy contributed alongside other partners under 5 deaths has reduced by 20% in India, 13% in Indonesia and 12.8% in Kenya. • World’s no.1 hygiene soap brand and 3rd most purchased FMCG brand globally • The brand is chosen close to 2375 million times per year and has reached close to 2.3 billion people so far. *Source: Levels and Trends in Child Mortality Report 2014, UNICEF, WHO, UN, World Bank