Background

Hygiene factors became one of the vital concerns during the new normal phase when people started going out of home for their livelihood 35% peoples per day income is below $1.90. Commonly antibacterial soaps were 30% higher rather than the toilet soap which was less affordable for the underprivilege people. Hemas launched a new antibacterial soap “Actisef” which was less competitive price for the those people who can easily afford. As a challenger brand Actisef wanted to create maximum awareness within very limited budget with the integration of media where many people from the lower get to know about this. In Bangladesh Television has 86% and Online holds 47% media exposures. So, to maximizing reaching within very short period was the priority task and increase the hygiene soap userbase with affordable price by outbidding the leader brands.