Lifebuoy, India’s #1 soap brand, with an annual penetration of 72%, has built its equity as the best soap for “Protection against germs”.

At a time when consumers were oscillating more towards beauty soap brands (which dominate 74% of India’s US$ 2.2 billion worth soap category), driving consumption by building greater relevance for hand-washing was the biggest challenge.

For three consecutive years the brand witnessed a drop in its equity scores with a direct impact on its market share.

Maximum share loss was witnessed in Lifebuoy’s rural market, which contribute 60% of its overall business. Reaching media dark rural geographies with relevant brand communication was always a big challenge for Lifebuoy.

Our main objective here was to: -

a. Increase in key brand attribute (i.e. “Protect effectively from germs”) score of by 300 BPS

b. Drive saliency by chasing ‘TOP of Mind Awareness’ within the category.

The ADL was implemented in 4 steps

Step 1 Disease Database Management - We tapped into Government of India’s two largest databases which are part of the National Health Mission, Integrated Disease Surveillance Program and Health Management Information Systems.

Step 2 Predictive Analysis – From the above databases, using combination of the historical trends (past 3 years) and current outbreak cases at a given district, we defined the predictive incidence rate against each of the 21 communicable diseases.

Step 3 Micro-targeting –We created a proprietary dashboard system to understand the Intensity, Magnitude and Trends of these diseases.

Step 4 Communicating – We communicated contextual preventive messages only to consumers of sub-districts where Disease outbreak went beyond the threshold using Mobile Outbound Dialer.

In 8 Weeks of activity we made over 60 million calls in relevant sub districts across Uttar Pradesh and Bihar to ensure consumers take preventive measures against infections.