Top Story


Home >> Marketing >> Article

Lifebuoy's handwashing ambassador Kajol in UN to promote the cause

Font Size   16
Lifebuoy's handwashing ambassador Kajol in UN to promote the cause

Lifebuoy, the soap brand from the HUL stable, has taken its Help A Child Reach 5 campaign to an international platform to further promote this social initiative. The campaign aims to eradicate preventable deaths from diseases such as diarrhoea, one village at a time, by teaching lifesaving handwashing habits.

Lifebuoy launched its Help a Child Reach 5 handwashing campaign in Thesgora, a village in Madhya Pradesh with one of the highest rates of diarrhoea in India.

Bollywood actor Kajol has joined the campaign as a handwashing advocate. She will be attending the United Nations General Assembly (UNGA) events to appeal to policymakers and governments to scale up handwashing with soap programmes to achieve development goals to reduce child mortality. Kajol will be at a series of UN events in New York from September 23 to 25.

The actor will be part of high profile events, including high level UN panel dinner and press breakfast with Unilever CEO Paul Polman. She will also speak at the Social Good Summit along with other speakers such as Al Gore and Melinda Gates. She will meet key UN dignitaries, including India’s permanent representative to the UN, to highlight the cause of handwashing.

For the record, India is the country with the highest number of deaths among children under 5 due to pneumonia and diarrhoea – with over 6 lakh deaths annually. Washing hands with soap is the most cost effective way to prevent child deaths and contribute to Millennium Development Goal 4 (MDG4) towards reducing child mortality.

The United Nations General Assembly will bring together world leaders, key opinion formers and policy makers and focus on the Millennium Development Goals (MDGs), the development goals to achieve by 2015. At the UNGA, policymakers have an opportunity to look at how handwashing with soap can help us achieve MDG 4 target’s deadline of 2015, and in the post-2015 agenda.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...