Top Story


Home >> Advertising >> Article, Lifebuoy join hands for a ‘Healthy Hindustan’

Font Size   16, Lifebuoy join hands for a ‘Healthy Hindustan’

Brands are increasingly resorting to various innovations to break through the clutter in the market and reach out to their target audience. Keeping this in mind,, along with Lifebuoy, has taken the core of online, which is ‘interactivity’, to offline through an innovative brand integration initiative titled ‘Healthy Hoga Hindustan’. Conceptualised by for Lifebuoy, the initiative is a drive for cleanliness and hygiene, which was taken to the people of remote villages and towns of 10 states in India.

Elaborating on the initiative, Savio Fernandes, Senior VP and Chief Sales Officer,, said, “This has been a perfect fit for all. Lifebuoy’s re-launch theme of ‘Healthy Hoga Hindustan’ and its key brand attribute of hygiene synced well with Rediff’s election content on ‘choosing a Healthy India’. This also saw Lifebuoy getting online for the very first time and gave the brand an opportunity to go 360 degree with Rediff through an on-ground activation, online exposure, thereby reaching both the urban and rural markets.”

He continued, “The brief from Lifebuoy was to ensure that the brand’s key attribute of ‘hygiene’ was highlighted and consumer engagement was maximised right through the ground activation exercise that was conducted. At the same time, the content coverage had to be political party/ candidate neutral and focus on people’s views and opinion on building a healthy democracy, towards a better and healthier India, and all this without diluting the editorial ethos of the actual election coverage. This gave birth to the concepts of ‘Swasthya Chetna’, ‘Voice of India’ and ‘Hygiene-o-meter’, all of which are the core part of the entire edit microsite content.”

For the campaign, Rediff’s editorial teams covered pan-India and visited various states and towns over a span of 30 days, conducting group interactions and recording the pulse of the citizens across India. The vehicles they travelled in carried the Lifebuoy branding as well, and this ensured that Lifebuoy derived great mileage by this on-ground activation campaign involving consumer interviews, which were then re-loaded on to the Rediff site for mass mileage and visibility. These innovations led to the desired levels of consumer engagement, and brand impact was ensured through consumer interviews and sampling activities.

Fernandes added, “Rediff has been actively involved in initiating several brands on the Internet through creative offerings for advertisers’ and enabling customised creative solutions for maximum impact, visibility and delivering ROI for that brand. With Lifebuoy coming on to Rediff (and the Internet) for the first time, this paves the way for many other brands that have attempted but never got online hitherto, and to take a re-look at the online medium with a fresh perspective on how to use this medium to the brand’s advantage.”


Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies

The media veteran, who was the chairman of the jury that put together the list, was happy to see that many of the names from the list have gone on to occupy the mantle on other lists

Snapshots taken of the NEONS Awards and OOH Conference 2018, held on the 21st March in Delhi.

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies