(She/Her)
Associate Creative Director
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.
Lifebuoy Ice Bath
Every summer, beating the heat becomes a national obsession. And in their desperation to cool down, men across India resort to some truly “uncool” hacks, from rubbing chilled bottles over themselves to sticking their heads in freezers.
Lifebuoy saw an opportunity to step into this behaviour and show that cooling the skin didn’t have to come at the cost of looking uncool.
The answer was a cool hone ka cooler tareeka - Lifebuoy Ice Bath.
​
To make the idea feel culturally authentic across the country, we brought it to life through two distinct films tailored for the North and South markets.
NORTH FILM
SOUTH FILM
Tiba-Tiba Ganti Warna Fans
(The Sudden Colour-Changing Fans)
Lifebuoy x Fifa 2026
Not every football fan is a die-hard fan. In fact, 3 out of 5 fans admit they’re willing to switch teams, often backing whichever side their friends support, their spouse prefers, their lucky superstition points to, or simply the team everyone is talking about.
With Indonesia not qualifying for FIFA 2026, fans across the country were left watching the tournament without a home team to support. Which meant they suddenly had the freedom to cheer for any country, and change allegiances without guilt.
Inspired by the Karbitan culture of colour-changing football fans around the world
Lifebuoy tapped into this behaviour and celebrated the fans who switch colours.
Presenting Tiba-Tiba Ganti Warna Fans – fans who shower with Lifebuoy and switch colours to support whichever team gets them closer to their goals.