BUNTY TERA SABUN SLOW HAI KYA?

    One of the biggest challenges FMCG market faces is Brand parity. You need washing powder you have 100’s of options right from Nirma to Surf excel. You need talcum powder you have Cinthol, Navratna, Ponds, Santoor and the list goes on and on….In this dynamic market what makes Lifebuoy stand out from the crowd? Is it its pricing or advertising?

    It all started from ‘Lifebuoy hai jahan tandurusti hai wahan’ and then Bunty, tera sabun slow hai kya? Everyone vividly remembers these commercials as it made a special place in our hearts. One of the most interesting and catchy commercials of all time. Lifebuoy’s ‘Roti Reminder’ campaign at Kumbh mela can be declared as a pioneer in innovative marketing. Where other brands are limiting themselves to internet based mediums to bring innovation in their marketing strategy, lifebuoy went one step ahead by doing something which you would have never expected when you sat to have your meal at Kumbh. You open your Roti [Indian bread] and you see ‘Lifebuoy se hath dhoya kya?’[Have you washed your hands with lifebuoy?] stamped on it. Right after that meal I would have rushed to the shop to get a lifebuoy soap so that I better wash my hands before my next meal.

     The kind of impact these out of the box advertising will make in the market share is clearly visible when we check the statistical figures, but what makes it distinct is how it captures hearts!! The kind of Brand personality these uniqueness created is inevitable and not everyone can do it the way they did over all these years. A right advertisement is something to which the customer can relate to and remember it when she or he sees the product in the racks of the store. Ultimately this one USP is going to  influence the buying decision!!