Lifebuoy’s new ad sees SRK lend his dance moves to its iconic jingle

The familiar melody remains, but the message has changed. In Lifebuoy's latest advertisement campaign, Shah Rukh Khan can be seen grooving to a reimagined version of the brand's iconic jingle, marking a significant shift in the soap brand's century-long positioning.

The new television commercial opens with Khan sitting on what appears to be a film set designed for the Lifebuoy shoot. As he observes a group of dancers performing to the brand's newly tweaked jingle, the Bollywood icon decides to join in, asking the choreographer if he could try his own moves. 

What follows is a spirited dance sequence featuring Khan's signature choreography, perfectly synchronised to the updated lyrics that now proclaim "Lifebuoy hai jahaan behtar twacha hai wahan" (Where there's Lifebuoy, there's better skin), lyrics that consumers were first introduced to in March through Khan's earlier campaign where he hummed this evolved version of the traditional "Lifebuoy hai jahan tandrusti hai wahaan" (Where there's Lifebuoy, there's good health).

The campaign builds upon the foundation laid by Khan's first campaign in March 2025, where he introduced the new jingle through humming, by now presenting a full-scale celebration of the brand's evolved positioning through dance and choreography.

For over a century, Lifebuoy has been synonymous with germ protection, establishing itself as a household staple across millions of homes globally. However, the brand decided to change its marketing positioning by transitioning to a skin care brand in March 2025.

“Lifebuoy’s big transformation involves pivoting the brand from germ protection to unmatched skin protection, changing packaging, and creating new communication,” Vipul Mathur, executive director, personal care, had said at the time, as per the brand’s website.

The strategic pivot also extends to Lifebuoy's visual identity. The brand has refreshed its packaging design to reflect its expanded skincare positioning while maintaining its core visual equity. The signature red color remains prominent, preserving the brand's established associations with trust and effectiveness. 

New white design elements have been introduced to convey gentleness and dermatological care, creating a visual balance that communicates both strength and skin-friendly benefits. This updated packaging ensures the brand maintains its recognisable shelf presence while clearly signallinga its evolution beyond traditional germ protection to comprehensive skin care.