n the summer of 2005, Lifebuoy had come up with a TVC that showed a young kid cleaning up his neighbourhood. He becomes a role model for other children in the area and they join him in the act. Lifebuoy has been practising what it showed on reel life in real life through a social initiative called Swasthya Chetna. Now the soapmaker has been honoured by the Indian Postal Department which has released a Special Lifebuoy Swasthya Chetna Postal Cover in recognition of the pioneering rural health and hygiene education programme initiated by the company in 2002.

According to A P Srivastav, post master general, Mumbai region, "Postal cover honours are given keeping in mind the importance and relevance of the subject and whether it carries a social objective. Once we saw that the brand was concerned about the health of children we decided to bestow this honour on it." Other notable occasions when the postal department has thought it worth bringing out a cover include 200 years of Mumbai University and 50 years of Rotary Club of Mumbai.... more