ast month, when Hindustan Lever Ltd�s (HLL) flagship health-and-hygiene soap brand Lifebuoy unveiled a new advertising campaign, it made many people to sit up. For not only was the message couched in the campaign novel in itself, it also introduced audiences to a hitherto-unknown facet of Lifebuoy - that of being an �enabler brand�. In other words, a brand that gave its consumers the assurance of protection from germs and disease, thus instilling in them the confidence to take on the grimy realities of life.

The film, in a nutshell, is the simple story of a kid who wakes up one fine morning and decides to do something about the squalor in the immediate neighbourhood of his house. Broom in hand, he essays into the street and sets about cleaning the place up. His efforts don�t go unnoticed, and before long he has the active support of many other kids - and a few adults - from the locality. He has the moral support of his mother who smilingly encourages him, secure in the knowledge that a thorough soap down with Lifebuoy should take care of all the germs that her little crusader would be coming in contact with. �Koi darr nahin�, the new Lifebuoy slug, sums up the brand�s intent of establishing itself as an enabler brand.... more