he new Lifebuoy TVC is different. Different in the way it leverages the brand promise to deliver a larger message on personal hygiene. A message intrinsically linked to the brand benefit, yet encompassing hygiene at a social level.
The commercial, very simply, is about a small boy who one fine day decides to clean his neighbourhood, and ends up inspiring others to join him in the noble cause. The confidence that the �Lifebuoy mother� displays with regard to the safety of her son underscores the long-standing brand benefit. And it�s no coincidence that the brand�s slug reads, �Koi darr nahin.�
"Lifebuoy has been and continues to stand for health and vitality," says Ashok Venkatramani, vice-president - skin care, Hindustan Lever. "However, over the last few years, we have changed the communication to involve the whole family, and more sharply communicate the message of best protection from germs. With the present campaign we have taken the brand to the pedestal it richly deserves - the health icon of the nation."... more