Lifebuoy Journey- From inception till today
In the year of 1935, when it was first brought in India, there hasn’t been any going back till date. And looking at its success in Indian markets, no one can ever think that it’s going to leave Indian markets, ever. Yes, the brand ‘Lifebuoy’ has set its root s deep inside the minds and hearts of Indian customer and is going stronger every day. It took the herculean task of changing the Indian mentality and the entire culture associated with it: the culture of relying on and using only natural products like turmeric powder and neem leaves, as they are considered natural cleansing agents .Instead, it convinced the masses that a chemical bar of brick red colour is better than their home remedies by promising them 100% protection from germs. In the initial years of its launch, only the men were able to associate with the brand due to its bigot image of being masculine, and conquest. Thus, it was believed that it catered only to the health of the head of the family, which in those times were usually men. The main challenge for lifebuoy then was to be able to perceive the soap as a bathing bar as its campaigns and features potrayed it to be a disinfectant bar. Despite that fact, since there wasn’t much competition then, the brand enjoyed a good market share. But it was only short lived since from mid 80’s to 90’s, the competition started thriving. To add to that, Hindustan Unilever, the parent company of Lifebuoy introduced various other soap bars in India. Needless to say, the brand set itself on a mission to revamp its image and to position itself as a brand with which not only the men will associate itself to, but also the entire family. So, it worked to become a ‘bathing bar ’instead of a ‘disinfectant bar’ by coming up with a smart campaign in early 2002, wherein it devised a bar by adding “Active B” components that offered complete protection against germs. Also, after doing a bif perfume hunt in the entire country,...
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