Conceptualized by Lowe Lintas, the campaign introduces distinctive dual proposition of protection; watch the TVC here.
Neha S | Delhi | May 4, 2011
India's one of the most trusted brands Lifebuoy has launched a new campaign to introduce Lifebuoy Talc's distinctive dual proposition of protection from prickly heat causing germs and cooling as the only effective way to prevent the annoying problem of prickly heat. The campaign is conceptualized by Lowe Lintas.
The challenge for Lowe Lintas was to create a communication that gets consumers to realise that it is not enough to just cool skin, as the real freedom from prickly heat is only obtained when you attack and kill the root cause - GERMS. Use Lifebuoy Talc that not only addresses these symptoms but also attacks germs that are the root of the problem – by offering protection from prickly heat causing germs and cooling benefits.
Lowe Lintas decided to show a unique relationship between two friends, where one who is suffering gets his friend to scratch his back through the day in order to get relief from prickly heat. This context is then used to introduce Lifebuoy Talc's distinctive dual proposition of protection from prickly heat causing germs and cooling as the only effective way to prevent the annoying problem of prickly heat.
In order to dial up the impact of the messaging, it was also imperative to establish germs as the root cause of prickly heat and Lifebuoy's efficacy in removing them and providing a complete solution.
/bmi/media/media_files/2024/11/18/C9KxUtMyJDP4D8QtUSDy.jpg)
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/9ebc266c1cacb86d2a8e8956cdb1a185e7986418862aa1a3ecafb386de6cc415.jpg)
/ "lifebuoy-talc")