This is another HUL soap brand for the ‘Striving’ or mass segment. This more than 100 years old brand is used by more than 500 million people across India. It is also world’s largest selling soap brand. Consequently HUL has the following vision for the brand: ‘Making a billion Indians feel safe and secure by meeting all their health and hygiene needs’.
Other than the main sub-brand Lifebuoy Total these are its other sub-brands: Lifebuoy deofresh – targeted at freshness, Lifebuoy nature – containing all the goodness of nature and Lifebuoy care – for sensitive skin. From the brands introduction to India long back in 1895 till date the positioning of the brand remains: ‘Healthy and Hygienic Soap’. Earlier the brand targeted mainly male segment but of late Lifebuoy is targeted to the whole family. This shift is clearly evident from the change in ads – earlier the ads featured men playing outdoor games like football and volleyball and consequently the famous jingle of Lifebuoy was ‘Tan darusti ki raksha karta hai Lifebuoy, Lifebuoy hai jaha tan darusti hai waha’. With the target changing to whole family the focus of the advertisements of the brand shifted from body odour to germ killing and hence the new taglines ‘100% suraksha’ and ‘Koi Daar Nahi’. Over the years, though the brand communication has changed, still the main theme of the brand remains ‘Health’. This will be evident the two ads Lifebuoy – first one at the time when the brand began its Indian journey and the last one is after a century of the first one.