Participants members in Case Study

Mishal Modi (09MBA22)

Darshit Shah (09MBA38)
 Case Study on

“Lifebuoy Captures Audiences With Its

Gandhigiri”
 Introduction

Launching of Lifebuoy- In year 1894 the “Liver

Brother” launched their first lifebuoy shop
with light red color.

Meaning of Lifebuoy-”Life protection against

germs”.
 Contain

Famous Jingle- “Tandurasti Ki Raksha Karta

He Lifebuoy”.

In 2002- Launch as family hygiene soap with

new product.

In 2006- Come up with commercial with

famous jingle “Koi Dar Nahi”.
Advertisement of “Lifebuoy”
In this Ad company use the concept of
“Gandhigiri”.

Gandhiji is known for their non-violence,

clarity, cleanliness and truthfulness likesame
company use the same concept in the Ad.
Message behind T.V commercial Ad is
appreciable. After cleaning the street finally
the boy said “Duniya wohi badlegi jinhe apni
suraksha ka Koi dar nahin, Islay lifebuoy
kitanoo se de 100% beheter suraksha.

“ek soch, ek irada, duniya badal sakta hai”.

 Achievement of Ad

This Ad of TV commercial found the place in

“Limca book of records” the Ad also won the
agency lowe the grand effie 2006.
 IMC tools used by company

 Advertisement
- Broadcasting (TV commercial)

 Message structure
- Structure
- Appeal

Here company use recency effect, recency

means the message should be at the end is
effective.
Company use one sided message, because one
sided message talks about positive message
about products to the customers.

Company use rational appeal it is necessary

that people unterstand the actual situation of
the country.

Ex- “ek soch, ek irada, duniya badal sakta hai”.

Thank you…