Lifebuoy

INDIA

Lifebuoy Badal Gaya

For over a century, India knew Lifebuoy as the ultimate protector. A brand, a jingle, a promise everyone knew by heart - Tandurusti ki raksha karta hai Lifebuoy.

But in 2025, protection itself was redefined. New Lifebuoy now goes beyond 99.9% germ protection to offering stronger skin protection, backed by dermatology.

A change this big needed more than just an announcement, it needed a voice the whole nation trusts. And who better than Shah Rukh Khan to reintroduce India to its most iconic soap, now with a bigger promise for tomorrow.

An icon reborn. By an icon himself.

Presenting the collaboration of the year - New Lifebuoy X Shah Rukh Khan

After launching New Lifebuoy with Shah Rukh Khan, we moved into the thematic phase - shifting focus from the big announcement to the science behind the change.

To make this message resonate across India, we partnered with cultural icons from both North and South: Shakti Mohan and Manju Warrier. Through them, we unpacked the innovation at the heart of New Lifebuoy, its ability to strengthen the skin’s natural barrier and deliver 100% better skin protection.

This phase took the promise beyond just a new claim, showing consumers the why and how behind New Lifebuoy’s evolution, making protection more personal, relevant, and real.

Lifebuoy Lemon Aloe Fresh

Come summer, freshness becomes non-negotiable, especially for Gen Z, who want quick, effective solutions that fit their lifestyle. With Lifebuoy Lemon Aloe Fresh, the challenge was to show that a soap could deliver the same confidence as a deo.

To land this message, we stepped away from the serious, functional tonality Lifebuoy is known for, and instead leaned into humour and wit.

The campaign spoke in a language Gen Z relates to: playful, tongue-in-cheek, and confidence-led. Making the idea both relatable and shareable.

The result? A fresh take on freshness, crafted for a new generation.