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The brand strongly symbolized macho-ism, sportiness and was accepted as a champion's brand. Its famous jingle of “ ... Lifebuoy hai jahan, tandarosti hai wahan†with young men playing football in the TVC had an imprint of this image in the minds of the Indian consumers.
Competition: Pertaining to the brand Lifebuoy, the other players in the market which are also gaining popularity are:
a) Cinthol soap by Godrej which is positioned as a soap for macho men(Hrithik Roshan)
b) Dettol known for its antiseptic attributes...
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The brand stood for germ protection for working men. Lifebuoy's brand colors of red and white depicted the association with healthcare and emphasized on personal hygiene platform.
But now the brand wanted to increase its hold and positioning from men’s soap to a family soap by carrying the same message of germ protection for tough people forward...
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