Product / ServiceHAND HYGIENE
CategoryB02. Healthcare
Idea Creation MULLEN LINTAS Mumbai, INDIA


Name Company Position
Sagar Kapoor Lowe Lintas India Chief Creative Officer
Sarvesh Raikar Lowe Lintas India Regional Creative Officer
Joybrato Dutta Lowe Lintas India Unit Creative Director
Vinay Vinayak MullenLowe Singapore Global Business Director
Sharmine Panthanky Lowe Lintas India Executive Vice President
Pratiik Pathare Lowe Lintas India Associate Vice President
Florence Bhang Lowe Lintas India Brand Services Manager

Write a short summary of what happens in the film

The film was launched when India was coming out of a lockdown. India’s biggest cricket tournament starting was a symbol of India re-starting. There was a tone of optimism but with a voice of caution. In the film we drew parallels between cricket and daily life restarting. The audio was written using cricket lingo yet explaining the moments. For example while talking about new partnerships we showed how it can be formed between a bus conductor and a passenger. Similarly we showed people coming back home after a long time, an ice-breaker moment between two colleagues, an office-goer getting into a cab. Every situation showcased what restarting India would mean. And how Lifebuoy could protect you in every situation. All with an important message from the National Indian Cricket Team captain - Virat Kohli, who urged people to take precautions so that India would never stop again.

Cultural / Context information for the jury

India and cricket have always been inseparable. But in the last decade, the India Premier League (IPL) has evolved into a mega annual sporting event, that gets the country started. In fact, it has become an ecosystem in itself, serving as a big boost to businesses and the economy. It’s like the superbowl of India. Lifebuoy saw opportunity during the IPL to deliver a message that was more positive and hopeful, to drive good hygiene behaviour. In partnership with the Royal Challengers Bangalore (RCB), Lifebuoy created a special message for a billion-plus Indians with three key players from the RCB team, the captain of the Indian cricket team Virat Kohli, South African cricketer AB de Villiers and Indian cricketer Yuzvendra Chahal. The message: Let’s start the nation with caution and the right habits like wearing a mask, ensuring social distancing and maintaining proper hand hygiene at all times.


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