LIFEBUOY created Help A Child Reach Five program. We went to a small village in the deep heart of India, to find a real expectant mother. With the help of her relatives, neighbors, doctor and the people from the village, we collected all the information we could about how her future baby would be when she was born. Her name, her toys, her likes, her way of dress and her family traditions… The baby were supposed to be called Chamki, so we analyzed all of the physical traits that she were suppose to have, and found a girl that matched the most similar characteristics to make it more real.

Then, we set up everything with the village to give a surprise to her mom: Her unborn baby talked to her from the future, and thanked her for everything… specially for taught her to wash her hands to save her life.

We took the video where it matters the most: We promoted it with posters and billboards and screened it in portable amphitheaters to expectant mothers and people across India. Kajol and other ambassadors also showed the video in cellphones and tablets in villages where the small theaters couldn’t be installed.

We also played in Direct Home Televisions, YouTube, Cinema Theaters, Clinics across India...

For the first time in the history of a brand we reached 400 villages across India.

The video was screened in 100 neonatal clinics in Pakistan Myanmar Kenya and Indonesia, impacting 62000 mothers.

We tied up with PVR Cinemas to reach 12.5 million people, as the video was played right after the National Anthem before all the movies started.

47.5 million homes saw it through Direct Home Television.

84 million people were impacted online.

The video has more than 15 million views on YouTube, making it the most viewed ad of India in 2015.

It had the most valuable PR ever in the history of Hindustan Unilever, reaching 62 million people with a value of 3 million euros.

Lifebuoy was the only brand named in the UN Champion Of the World Speech.

‘Hygiene’ gained its place in the global goals proposed by the UN.

We have saved the life of 257 million people around the world.