HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up: __LIFEBUOY________________
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)
Distributors, wholesalers and retailers of age between 27 to 50 years in urban, semi-urban and rural
areas, selling Lifebuoy products. Their problems are lack of hygiene amenities at their disposal which
makes them susceptible to COVID-19. They are facing the problem of exposure to the logistic
people. 

2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)

The highly contagious nature of COVID-19 makes grocery stores a tipping point of the virus. There
are 12.8 millions grocery outlets in India so if we prevent the spread of virus here, we can make a
huge difference in the number of COVID-19 cases. It is difficult to tackle because they provide the
basic needs to the consumer and it is their livelihood. So, shutting them is not an option. 

3. COMMUNICATION CHALLENGE (100 words)

They don’t understand the gravity of the contagious nature of COVID-19 and thereby don’t take the
precautionary measures seriously. They also have the optimism bias that they won’t contract COVID-
19. As masks are not that breathable, they either use handkerchief or not cover their face. They are
also touching surfaces and not washing their hands frequently. They should understand the
responsibility lies in their hands and take the necessary precautions. The crucial point we want to
convey to our TG- Wear mask, and sanitise your hands and surfaces around. 

4. CONSUMER INSIGHT (50 words)

As the footfalls on their stores have reduced in the new normal, they have more time at their
disposal to use mobiles. So, if we communicate through mobiles, it will be more impactful in
nature. 

5. CAMPAIGN IDEA (50 words)

We want to make hygiene sustainable by providing our distribution chain the necessary products:
masks and sanitisers. Also, we are planning to develop an app which will provide them hourly
reminder (business hours) to 1) wash their hands, 2) wear the mask and 3) clean the surfaces. To
engage the idea on their subconscious level and to motivate them, we will introduce reward system
in the app. 
6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)
Mediums on which we will set out the communication: 
TVC
PR 
Testimony video of the distributors 
Social Media 
We want to partner with businesses whose service revolves around delivery and provide them masks
and sanitizers. 

CAMPUS: Symbiosis Institute of Media and Comm. TEAM NAME: The UNderdogs
TEAM MEMBERS: Nishi Agrawal, Kaavya Bolar, and Madhav Joshi