MAM
Lifebuoy launches series of initiatives to help India fight COVID-19
MUMBAI: According to the World Health Organisation (WHO), handwashing with soap and water, when done correctly, is the most effective way to fight the novel coronavirus. Taking the cause of preserving health and preventing the further spread of the disease, Lifebuoy, a brand that was invented by William Hesketh Lever in 1894 with the noble mission of Saving Lives in Cholera-affected Victorian England, has launched a nationwide public awareness campaign educating people on the importance of and steps to hand sanitization, urging citizens to use any soap at their disposal.
The campaign kicked off across print, television, and digital platforms with a simple message that placed emphasis on the importance of handwashing while also boldly naming its competitors and urging consumers to use any soap that is available to them.
Hindustan Unilever VP — skin cleansing Srirup Mitra said, “Until a cure is found, a simple act of handwashing, when done correctly, can effectively contribute towards reducing the spread of this deadly virus. We at HUL have ramped our production capacities to ensure that Lifebuoy hygiene products are available to consumers and continue our commitment to support the nation and its citizens in this fight against corona virus.”
Emphasising on the importance of handwashing bollywood star and Lifebuoy Brand Advocate Kajol said, "While I’ve always spoken in favour of Lifebuoy, in challenging times like these, both, Lifebuoy and I know that it’s no longer about which soap you choose to use, as long as you use one. Washing your hands with soap when done correctly, is the most effective way to fight against the virus. It’s my humblest request to everyone to exercise necessary precautions to ensure the safety of yourself and your loved ones.”
Link: https://www.youtube.com/watch?v=X6hZ714VT0U
Further, to engage millennial masses, Lifebuoy partnered with Indian rapper and singer, Badshah, to launch a rap version to its iconic jingle ‘tandrusti ki raksha’ on TikTok. The catchy tune gives handwashing a fresh spin, while driving home the message of its importance.
Having initiated the Lifebuoy Handwashing challenge on TikTok, Indian Rapper Badshah said, “I am so glad to partner with Lifebuoy & to give their iconic jingle ‘tandrusti ki raksha’ an entertaining spin while driving home the importance of hand washing, especially at a challenging time like this for our country. While the hashtag has garnered over 20 Bn views, I urge everyone who is taking up the challenge to also understand how simple yet effective the act is, and I hope we can all put this difficult time behind us, soon”.
Additionally, with the ambition of serving the most vulnerable sections of the society, Lifebuoy came in a triangular partnership with other big brands, Paytm and former Indian cricketer Yuvraj Singh’s foundation YouWeCan and encouraged consumers to donate through Paytm app, collection of which is being used to mobilize necessary hygiene requirements to the needy, marginalized or less privileged population like orphanages, old age homes.
Commenting on the partnership with Lifebuoy and Paytm, Former Indian Cricketer Yuvraj Singh said, “This is the time for India to unite and do their bit and support the Government in the fight against Covid – 19. To everyone out there, let’s take this pledge together and curb the spread of this pandemic. I am doing my bit by partnering with Lifebuoy India and Paytm to provide hygiene products to those at high risk of exposure, hope you are doing yours.”
The Brihanmumbai Municipal Corporation (BMC) has also partnered with Lifebuoy, in a first of a kind government and corporate tie-up to educate citizens about necessary precautions while serving frontline workers with hygiene kits to ensure they and their families are protected from the spread of the virus.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
