The Hindustan Unilever Ltd television commercial for its soap brand Lifebuoy has been voted the best ad in Mint’s monthly ad survey.

Amer Jaleel, executive creative director, Lintas India Pvt. Ltd

What was the client’s brief?

Lifebuoy is the only health soap that stands opposite to beauty soap brands. The focus was to underline the difference between the two.

How did the team zero in on the campaign?

Well, with the repositioning of the brand as a family health soap, the communication had to appeal to the family, particularly mothers, who are constantly facing with this duvidha (dilemma)—to teach their children (to do) the right thing, while instilling values of hygiene. The commercial shows how a Lifebuoy mother is able to resolve that.

The brand, which was positioned as an all-male brand a few years ago, has softened its stand. Will we see more changes in brand strategy in the days to come?

A few years ago, the brand communication which focused on health and hygiene, moved from talking just to men, to talking to the entire family.

After the product was repositioned as a family health soap, it was clear that the communication would have to talk to the family.

So, the germ story has evolved over the years, from an all-male campaign, to those featuring experts such as doctors, and the latest one—“Koi dar nahin!"—featuring a generation of young people that is not scared to change the world.

Every six months, we launch a new commercial. Over the next year, each variant of the brand will have its own story to tell, and each story will be carried forward with a series of commercials, which will focus on its strengths.

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Irrfan Khan compares using an exhausted recharge card till its validity ends to pushing a car low on petrol. He then says the validity on a Vodafone card can be carried over

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McCann-Erickson

Amitabh Bachchan explains why a boy needs to be given Chyawanprash by sending the mother to school and putting her through the exertions of school life.

Tanishq diamond jewellery

Lowe Lintas

Nafisa Ali is the centre of attention at her farewell, wearing the diamonds her daughter gave her. In a role reversal, the daughter is asked to dance by an elderly gentleman.

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Saatchi & Saatchi

Brand ambassador Hrithik Roshan pairs up with a girl at a club, and they dance to a range of tunes, from hip hop to salsa. The voice-over says: “I love to shake up my music."

Titan Regalia

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Aamir Khan visits a French studio, and is told that the pieces of art on display are not for sale. When the artist admires his watch, Aamir sends it with a note saying, “Not for sale".

Bournvita Superchargers

Ogilvy & Mather

The ad features two finalists from the Cadbury Bournvita Confidence Academy reality show on Pogo, with folk singer Ashraf Khan challenging Kabir Aurora to dance to his song.

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A retired gentleman is shown telling his wife they will have to get rid of the maid to save money, only to surprise her with flight tickets to Singapore.

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Mr Munch, the crocodile, is shedding tears and listening to sad songs, but cheers up when actor Kajol feeds him the candy. The two then dance to a catchy jingle.

Cadbury 5 Star Fruit & Nut

Ogilvy & Mather

Three boys, new to Mumbai, spot the chocolate bar in a shop. Two of them bite into it and disappear, leaving the third to pay up. The voice-over: “Jo khaye, kho jaaye".

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