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Follow UsAt the Effies 2006 case study presentation round held in Mumbai, executives at Lowe spoke of the Lifebuoy campaign in which a Little Gandhi stole the show
‘Gandhigiri’ works big time. While the Mahatma’s philosophy worked its magic on the fate of ‘Lagey Raho Munnabhai’, the advertising arena wasn’t left untouched either. In the Effies 2006 case study presentation round, Lowe explained how Gandhi took on the form of Little Gandhi to mark a shift in strategy for soap brand Lifebuoy.
In 2004, Lifebuoy’s product offering was revamped with contemporary packaging and an upmarket look. While that went down well with existing users, new users were still elusive; they continued to perceive the product as a ‘cheap soap for poor people’. That perception had to be changed without alienating the Lifebuoy loyalists. The objective was to launch a campaign that helped the soap shed its old-fashioned image and gain an entry into two million urban households.
The boy picks up a broom |
The boy surveys the messy street, before sweeping it clean |
The kid enjoys a bath with Lifebuoy, washing away the sweat and toil |
A dipstick survey showed that mothers stop kids from indulging in activities that are unhygienic. Further, healthcare brands tend to harp on the fear factor, talking of the ills of dirt. It was decided that Lifebuoy, as a health soap, needed to do something radically different. Hence, Lowe took the creative route of a Little Gandhi, a boy who takes the initiative of sweeping his street one day, just to make a difference to society in his own little way. Other boys join him in this social act. Mothers are shown encouraging their children to do so, which is a step away from the regular ‘stay away from germs’ kind of soap advertising.
‘Koi Darr Nahin’ or ‘No Fear’ became the central thought and tagline for the campaign. The TVC was supported with on-ground activities, including street plays. To increase awareness, various essay competitions and demonstrations on hygiene (through flip charts) were conducted in 300 schools across 31 cities.
There was also a cleanliness drive in 31 cities across India on World Health Day, in which people were encouraged to clean up a landmark in their respective cities.
As a result of these activities, the modernity scores that had been steadily dipping were not only arrested, they were reversed. Lifebuoy achieved its objective of capturing two million urban households. Further, this work found a place in the ‘Limca Book of Records’.
© 2006 agencyfaqs!
