Lifebuoy pays tribute to DDLJ on completing 25 years with its customary hygiene twist

Hygiene brand Lifebuoy has been extremely proactive in the digital space to tag the hygiene message to trending news.

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 In a bid to be proactive with topical messaging, including a hygiene intervention, the brand took #25yearsofDDLJ as a subject as the blockbuster movie completed its 25th year on October 20.

Conceptualised by Lowe Lintas Mumbai, the post re-imagines the iconic climax sequence of the movie by cleverly promoting handwashing. It went viral after Kajol tweeted it with a hilarious caption — ‘Ja virus ja, jeene de hummein apni zindagi!’ — echoing the nation’s collective sentiment. The post created a jovial moment for Twitteratis over the platform.

Ja virus ja, jeene de humein apni zindagi.#25YearsOfDDLJ #dothelifebuoy #hforhandwashing @lifebuoysoap pic.twitter.com/C3zwebCr4z

— Kajol (@itsKajolD) October 22, 2020

“Lifebuoy and the team at Lowe Lintas Mumbai and MullenLowe Singapore that works with the brand are generally tuned in to trending topics across the markets they operate in, and we couldn’t let this topical moment go by without giving it a shot,” said Sagar Kapoor, CCO at Lowe Lintas.

The post is a part of the process that the agency proactively thinks of moment marketing ideas, for key events and occasions.

 Kajol, who has been a long-time brand ambassador of Lifebuoy, and a champion of the cause of hand washing, is the lead actor of the iconic film, and it was even more significant for the agency to commemorate the milestone.

The agency said that Kajol’s tweet on promoting the post was organic as there is a long-standing association between the brand and the actress.

Sagar Kapoor

“Bollywood, cricket, current affairs — these are always fertile subjects to create ideas around, which are generally well-received by Indian markets. So while there’s generally always a bank of ideas that the team keeps adding to, this particular occasion does not have any other surround planned,” said Kapoor.

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