Handwash by Lifebuoy - Germ Nashini

Soap to Sanitizer journey, Lifebuoy identity remains unchanged as ‘Germs Protection’.  Lifebuoy is more emphasizing towards CSR activities since few years and making efforts towards changing habit of handwash. And again, Lifebuoy has rolled out with unique & innovative CSR campaign during the Durga Puja festival, and specific given the campaign name as ‘Germ Nashini – i.e. Germs Removing – Hand Sanitizer Dispenser.

TVC: https://www.youtube.com/watch?v=nYzJN6WFqrI   (Launched in Oct.’18)

Overall campaign is very precise & decent, but the core concern part is that how it’s been executed by expressing the reality. Its fact that lot many people are not washing hands while taking ‘Bhog’ hence, every time Lifebuoy is making efforts to change your habit through innovative ideas which is realizing the significance of ‘handwash’.

In 2013, Lifebuoy had also been done an excellent campaign which urge to change your mind.

http://viragbrand.blogspot.com/2013/02/innovative-creative-concepts-introduced.html (2013)

Any type of innovative brand campaign can bring the change only when it is accepted by audience, and it becomes more exciting when it’s connecting directly with CSR. Most astonishing brands which are always coming with an innovative CSR concept which is connecting you directly on practical way: Like Tata Tea (Jaagore.com), Fevicol (Todo nahi, Jodo), Lifebuoy (Wash hand before eat).

Mostly two type of CSR campaign is being launched by Brands:

(1) CSR campaign where there is an indirect connectivity between brand & CSR communication (Like Brand Name Institute/offering scholarship, blood donation camp sponsored by brand etc.)

(2) CSR campaign where there is direct connectivity between brand & CSR communication (Like brand & social message having direct strong relevance

In any CSR campaign, one thing should keep memorize that campaign must be relevant to the ‘Reality’ which will be presenting the responsibilities towards the society.  Brand relevance is the core concern in any CSR strategy which is giving an additional impact on brand value & loyalty like Lifebuoy ‘Germ Nashini’ campaign is precisely conveying message & aware about to importance of handwash which gives direct impact on brand trustworthiness.

Consistent such kind of innovative campaign is sustaining the connection between consumers & brand which gives the utmost consumers experience towards brand value.