Harnessing Cultural Insights for Lifebuoy’s Success in Karnataka

Lifebuoy, an iconic hygiene brand with formidable equity in India wanted to create deeper resonance in the South. Competition brands were gaining a gradual foothold and were becoming a regular feature in the consumer’s homes. Through research, we dug deep to understand the local spirit and culture of the Kannadiga consumer and identified critical pegs that could be used to build a better product and communication strategy.

Our study started with an extensive cultural deep dive into the values, rituals, heroes and symbols of Karnataka followed with an ethnographic immersion in the consumer’s home.

Consumer Insights

Our research revealed three distinct spaces that emerged from the cultural and social orientations of the Kannadiga consumer- these spaces were rooted strongly in the Kannadiga values of nature, authenticity, vitality and care & repair. We dove deep into these three spaces and offered the brand a revitalisation strategy for the Kannadiga market

Strategic Recommendations & Result

All this culminated in the introduction of a new product variant that was rooted in a purely natural proposition and one that offered the consumer the proposition of healthy problem-free skin with the RTB of natural neem and aloe. This also led to the creation of a focused communication campaign for this market- one which embodied the soul and spirit of the Southern woman and her values, rituals, and poise.

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