Team pathbreakers lifebuoy activation idea


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Team pathbreakers lifebuoy activation idea

  1. 1. Lifebuoy Activation Idea • Shantanu Pramanik • Karishma Khanna • Abhigyan Choudhury By
  2. 2. Our Strategy • Objective : To reinforce the idea of keeping hands clean and increase usage of Lifebuoy’s hand sanitizer • TG: Primary SEC-B,C Male 25-45, who are aware of hygiene but do not pay any heed to the same, also they are not accustomed with the usage of hand Sanitizers. • Approach: BTL activation of tying small hand shaped cards on the handles of Local Trains which would also contain a small sachet of Lifebuoy hand Sanitizer and would contain a message of cleanliness of hands and usage f the sanitizer to do so. • Expected Outcome: Greater awareness about personal hygiene and induced trial of Sanitizers thus increased sale of the brand.
  3. 3. • Hand Cut-out danglers to be suspended at handles of Local Trains. • The danglers will be folded cards with the message saying that you might get up on the train alone, but you don’t get down alone as millions of germs accompanying you which you have acquired from the handles. • The card will contain a small sachet of Lifebuoy hand sanitizer. • The activation will happen on a Monday in the 9:00 am Mumbai locals Implementation
  4. 4. Inside of the palm cut out danglers, the message of germs present in train handles and a small hand Sanitizer Sachet would be placed
  5. 5. Feasibility of the Campaign • Our campaign is an activation idea for Lifebuoy Sanitizer. The Indian Railways provides a unique opportunity to communicate this message to a large, predominantly small-town and rural population. • Its Feasibility study involves Location : The trains (Rajdhani,Doronto,Shatabdi,etc) general & 3rd A/c compartments. Lifebuoy shall hire around 85 promoters/city, who shall paste the advertising sticker on train doors,washrooms & berth handles . We expect no feasibility hurdle as our campaign’s implementation is simple & require some manpower.
  6. 6. Estimated Budget • Our Campaign shall be in collaboration with IRCTC. It shall be considered as a social service campaign. • On similar lines we aim to share costs with the Indian Railway Authority. • The Estimated cost of the campaign is : 5 Crore • The cost will be shared in the ratio of 70:30 (HUL:Indian Railways),as per the pitch.
  7. 7. Estimated Return • In effect, this simple, clutter breaking idea will help Lifebuoy reach out to a massive audience, at a fraction of the cost. • Indian Railways carry 24 million passengers daily (roughly half of which were suburban passengers)- Our Target Group. • HUL can easily expect the message to reach at least 10 million potential customers at a minimal cost in the span of 2 days.
  8. 8. Thank You