Lifebuoy Strategy
% Brand Story &
Lifebuoy
- Manish Samtani
Read on ................................... personal wash brand. It has been around since 1895. It has always stood for health and hygiene, delivered through germ protection. The ruby red colour soap, with its distinct odour, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand, not only in India, but anywhere in the world. The name ‘Lifebuoy’ is supposed to convey the promise of a healthy family, and not just an individual.”
As the son of an army officer, I could not think of life without Lifebuoy soap, the only one available in cantonment area shops. Among the things I remember fondly are those times when I used to return after a football match in the rain, soiled from head to toe and drawing the most contemptuous glances from all occupants of the drawing room, as I was loudly instructed to take off my shoes before stepping in. I looked forward to a nice warm bath with Lifebuoy, which my mother believed would disinfect me completely. The advertisement added a swell to my chest since it was portrayed as a soap used by champions and really able-bodied young men, I wanted to grow into. ‘Tandurusti kee raksha karta hai Lifebuoy; Lifebuoy hai jahan, tandurusti hai waha!!!!!!!!!!!!!!!!!!!’still rings a familiar nostalgia and brings back a whiff of the fragrance of old times.
spread
nter
Lifebuoy, by
the soap HLL. Lever
HLL is the country’s largest marketer of soaps, detergents, and home care products. Some of the brands that lead the HLL pack are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, Surf Excel, Surf, Rin, Wheel, 501, Sunlight, Vim, and Domex. Lifebuoy, the world’s largest selling soap brand, came into existence in 1895, and was launched in India in 1935. It has been an essential part of the daily Indian bathing experience for millions across the nation.
Brand Positioning and Brand Building
Originally, Lifebuoy was a
Lifebuoy
- Manish Samtani
Read on ................................... personal wash brand. It has been around since 1895. It has always stood for health and hygiene, delivered through germ protection. The ruby red colour soap, with its distinct odour, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand, not only in India, but anywhere in the world. The name ‘Lifebuoy’ is supposed to convey the promise of a healthy family, and not just an individual.”
As the son of an army officer, I could not think of life without Lifebuoy soap, the only one available in cantonment area shops. Among the things I remember fondly are those times when I used to return after a football match in the rain, soiled from head to toe and drawing the most contemptuous glances from all occupants of the drawing room, as I was loudly instructed to take off my shoes before stepping in. I looked forward to a nice warm bath with Lifebuoy, which my mother believed would disinfect me completely. The advertisement added a swell to my chest since it was portrayed as a soap used by champions and really able-bodied young men, I wanted to grow into. ‘Tandurusti kee raksha karta hai Lifebuoy; Lifebuoy hai jahan, tandurusti hai waha!!!!!!!!!!!!!!!!!!!’still rings a familiar nostalgia and brings back a whiff of the fragrance of old times.
spread
nter
Lifebuoy, by
the soap HLL. Lever
HLL is the country’s largest marketer of soaps, detergents, and home care products. Some of the brands that lead the HLL pack are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, Surf Excel, Surf, Rin, Wheel, 501, Sunlight, Vim, and Domex. Lifebuoy, the world’s largest selling soap brand, came into existence in 1895, and was launched in India in 1935. It has been an essential part of the daily Indian bathing experience for millions across the nation.
Brand Positioning and Brand Building
Originally, Lifebuoy was a