Advertising Strategy of Lifebuoy Roti Remainder Campaign

-Submitted by
K.Naresh Kumar, 172/2013.

At the Kumbh, where all big marketers are vying to sell their products and boost their
brands, Hindustan Unilever Limitedpromotes Lifebuoy soap through rotis in an innovative
way.
The countrys largest consumer products firm, along with creative agency Ogilvy, has
partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped
with Lifebuoy se haath dhoye kya? (Have you washed your hand with Lifebuoy?) The Roti
Reminder gets consumers attention at the exact time when hand washing is critical.
The company has made special heat stamps to make an impression of its message on rotis and
hired 100 promoters to stand in 100 kitchens across the mela. The campaign started on
February 1 and ran for 30 days. The company hopes to put the hand wash reminder on 2.5
million rotis.
The Mahakumbh provides a unique opportunity to communicate this message to a large,
predominantly small-town and rural population. In effect, this simple, clutter breaking idea
will help us reach out to a massive audience, at a fraction of the cost.
Agency : Ogilvy & Mather Pvt Ltd.
Client : Hindustan Unilever Limited.
Brand : Lifebuoy Soaps.
Budget : $36000
Communication Medium : Rotis.
Target : All the members in a family.
Marketing Mix :
Product : Lifebuoy Soap
Place : 100 kitchens and 100 dhabas in Kumbhmela.
Promotion : Health Awareness.
Brief :

Every year over a million children die of diarrhea. Most of the deaths are rural due
to lower levels of personal hygiene in rural India. The simple act of hand washing
with soap can help prevent this.
The objective was to create & deliver an idea to remind people to wash their hands
before meals, impactful enough to double our reach against existing benchmarks at
a meager budget.

Result : The campaign garnered 80 million global impressions and amounting to revenue of
$59.3 million (1600 times ROI).
One of the market leaders Nielsen data for the last quarter pegs Lifebuoy at 14.5% market
share, a close second to Lux's 14.6% the name of the brand came from the life-saving
buoy thrown out to people at sea to prevent them from drowning, literally meaning that the
brand saves lives. A global brand, it lost its original moorings in the 50s and the 60s in many
markets except in India. It was first targeted at men and masculine health. The promise of
Lifebuoy was 'You will remain healthy if you use Lifebuoy. You will be able to play hockey
or football well'. It was sporty. When it started, the focus was on men as the role of the man
was prime. The symbolism of health, at the time, was the huge, sporty, macho man. Now, the
brand targets women, especially mothers.
Lifebuoy is one of the sponsors of Global Handwashing Day.
The brand now, wants to adopt a friendlier tone. There are two ways to make people aware
of health. One is to scaremonger and the other is to empower. This is the only brand that can
converse with you about health in such a manner that it wont scare you.
Awards :
AMEA
Media
Strategy
Pharmaceauticals, Beauty Products,
Cosmetics & Toileteries Gold
Lifebuoy Roti
Reminder
AMEA
Media
Strategy Sponsorship & Event Marketing Gold
Lifebuoy Roti
Reminder
AMEA
Media
Strategy Small Budget Media Campaign Gold
Lifebuoy Roti
Reminder

References :
http://awards.kyoorius.com/2014/advertising/2014-nominees/lifebuoy-roti-reminder-2/
http://www.4-traders.com/HINDUSTAN-UNILEVER-LIMITE-9058826/news/Hindustan-
Unilever--HUL-recognised-at-Asia-Marketing-Effectiveness--Strategy-Awards--Goafest-
18587278/
http://economictimes.indiatimes.com/slideshows/advertising-marketing/huls-roti-reminder-
lifebuoy-campaign-catches-attention-at-kumbh-mela/slideshow/18399577.cms
http://www.hul.co.in/mediacentre/newsandfeatures/2014/HUL-recognised-at-Asia-
Marketing-Effectiveness-and-Strategy-Awards-and-Goafest.aspx