Born: 1895, History: Owned by Unilever Plc., the parent company of Hindustan Unilever Ltd, Status: Has 18% market share in the bathing soaps category, worth Rs6,000 crore.in the bathing soaps category, worth Rs6,000 crore.
Brand story: Lifebuoy landed on Indian shores in 1895, when the country was in the grip of a plague epidemic. With its positioning as a powerful germicidal and disinfectant, and with a strong carbolic smell, it was what the nation was looking for. But the health advantage waned over time as competitors came out with soaps that promised both health and beauty. The 1970s were challenging times for the brand, especially in the rural markets, its mainstay. “The biggest challenge was to break the mould and do clutter-breaking advertising,” says Manoj Tapadia, creative director at Lowe India, the ad vertising agency for Lifebuoy. Click here to read more…
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