Advertising Strategy Of Lifebuoy- Final 3i2r5h

ASPM Assignment Advertising Budget of Lifebuoy - K.Naresh Kumar 172/2013.

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 country‟s 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 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.

Role of ment: 1992- ads had catchy jingle ”Tandarusti ki suraksha karta hai lifebuoy... Lifebuoy hai jahah, Tadarusti hai wahan…. Lifebuoy”. Masculine, triumphant & victorious context of cleanliness

2004- Built concept that school kids performed better after taking bath with lifebuoy-better health

2005- After repositioning, ads featured the jingle “Koi Darr Nahin… “ Laddering: Hygienehealth Freedom Happiness. Ads showed first time mothers being advised by the doctors to use Lifebouy for their kids

2010- Ads now primarily centered on housewives and kids/ families-fastest germ killing ‘superfast’ handwash campaign launched in 2010.

Promotion Strategies 1.

2. 3. 4. 5. 6. 7.

Lifebuoy soap has been promoted through all type of media like T.V, Radio, Newspaper, direct consumer , point-of sale, in order to reach consumers who do not have access to a television set. HUL also promoted lifebuoy through local bodies like ‘Gram Panchayat', ‘Swasthya Parishad' by offering knowledge for using good and anti-germ products. They also concentrated on promoting through radio and sponsoring programmes like ‘Krishi Darshan' and ‘Aap ka Swasthya' programmes that have greater number of audience. In rural areas, Walls were painted with the name ‘LIFEBUOY’. Hindustan Lever Ltd. used the big budget film `Krrish' to market its largest selling soap brand — Lifebuoy. CSR works - health programs for promotion to make people aware about health & hygiene. A radio Ad for Lifebuoy soap could be: Tararum pum pum, kabhi khushi kabhi gum, Lifebuoy se nahaya karo……., Sare germs ho kum, Tandurust rahe hum, Rojana nahaya karo…..!!!!!

8.

Turnover is of €18.1 BILLION with Underlying sales growth of 7.3% and operating margin is 17.8%

Campaigns   

Lifebuoy has launched “save the children” campaign. Lifebuoy conducts “global hand washing day” (guinese record). Lifebuoy launched “the lifebuoy way of life” in Mumbai.

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In 2006, Lifebuoy becomes 1st brand to have a special postal cover news & used Krrish for promotion. Currently Campaign “Help a child to reach 5” is viral all over India. Yuvraj to endorse Lifebuoy

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 won’t scare you”. Awards :

AMEA

Media Strategy

AMEA

Media Strategy

AMEA

Media Strategy

Pharmaceauticals, Beauty Products, Cosmetics & Toileteries

Gold

Lifebuoy Roti Reminder

Sponsorship & Event Marketing

Gold

Lifebuoy Roti Reminder

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/HindustanUnilever--HUL-recognised-at-Asia-Marketing-Effectiveness--Strategy-Awards--Goafest18587278/ http://economictimes.indiatimes.com/slideshows/advertising-marketing/huls-roti-reminderlifebuoy-campaign-catches-attention-at-kumbh-mela/slideshow/18399577.cms

http://www.hul.co.in/mediacentre/newsandfeatures/2014/HUL-recognised-at-AsiaMarketing-Effectiveness-and-Strategy-Awards-and-Goafest.aspx http://younameit-id.com/gallery.php?read=70