In the online advertising circles earlier there always used to be the talks which said that advertising online wouldn’t have scale because FMCG’s the biggest spenders in traditional advertising can’t get sales done on the web, no one would buy a soap online. So it is very heartening to see HLL’s Lifebouy brand enter the online space with a campaign to promote their brand and its values on a pan national basis.
Rediff.com and Lifebuoy, have tied up to promote the ‘Healthy Hoga Hindustan’ campaign the brand started some while back. Conceptualized by Rediff.com for Lifebuoy, the initiative is a drive for cleanliness and hygiene, which was taken to the people of remote villages and towns of 10 states in India. This is the first time that Lifebouy is coming on the web to advertise and promote itself.
However, it is not a purely online campaign. As per the report, Rediff’s editorial teams traveled across India over a span of 30 days, conducting group interactions. The vehicles they traveled in carried the Lifebuoy branding. The interviews were then re-loaded on to the Rediff site for mass mileage and visibility.
Savio Fernandes, Senior VP and Chief Sales Officer, Rediff.com, said, “This has been a perfect fit for all. Lifebuoy’s re-launch theme of ‘Healthy Hoga Hindustan’ and its key brand attribute of hygiene synced well with Rediff’s election content on ‘choosing a Healthy India’. This also saw Lifebuoy getting online for the very first time and gave the brand an opportunity to go 360 degree with Rediff through an on-ground activation, online exposure, thereby reaching both the urban and rural markets.”
The Lifebouy - Rediff Microsite
This is how the campaign looks on the site, and has various options of ‘engagement’ and interactivity on the face of it. However, it does beat me why this campaign has been launched after the elections are due. For instance, the poll asking about what do you expect in your candidate is certainly redundant, the site itself is hosted in the Votes09 section of Rediff as a special.
What do you think of this initiative, good for a first time or they should have pushed things further because it was the first time?
Absolutely good news , brands such a Lifebuoy coming online are always a positive sign. In terms of some of their content being outdated and i am talking specifically about the Hygiene o meter , i am not too concerned about the content , the application in-itself is a bit unfriendly , took me about a minute to get the jist… too long in my opinion.
Nice to see FMCG companies doing an online campaign to promote the products and the concepts.
PS: The link on the “have tied up” doesn’t work.