Hand hygiene gained significant relevance during the peak of the COVID-19 outbreak in India. However, by 2023, it had dwindled to an all-time low, even lower than the pre-COVID levels. The penetration of hygiene soaps in the market decreased by 930 basis points (BPS) between 2021 and 2023. Notably, Lifebuoy experienced the most substantial drop in penetration in the West Bengal market, plummeting by over 900 BPS. This was alarming for a state like Bengal, which has a culture of eating by hand, a practice deeply rooted in tradition.
Lifebuoy, committed to their purpose of safeguarding people against life-threatening diseases spread through bad hand hygiene, wanted to build salience for their ‘protection’ proposition and improve handwashing habits during key festivals in these markets.
