For the longest time, HUL’s cleaning soap model Lifebuoy had touted its germ-fighting skills. “Lifebuoy hai jahan, Tandurusti hai waha” (Lifebuoy is the place there’s well being) goes its iconic jingle.
However all that modified in 2025 when it repositioned itself with the pores and skin safety class. “Citing declining gross sales within the ‘hygiene cleaning soap’ section, a high government at HUL stated that Lifebuoy will now be positioned inside the broader ‘pores and skin safety’ class, transferring past its conventional ‘germ safety’ focus,” wrote Mint in a February report.
Lifebuoy & Shah Rukh Khan 🙂 Wow!
Tremendous Fascinating Collab, one Once more!
Keep in mind @iamsrk breaking the muddle for them earlier, by sitting within the bath-tub for Lux?
Good to see an iconic model increasing its proposition from well being to pores and skin!
Whether or not there shall be takers for… pic.twitter.com/5UWA79pl3F
— Mangalam Maloo (@blitzkreigm) March 6, 2025
Lower than a month after this report, Lifebuoy launched its first advert for its pores and skin safety positioning with actor Shah Rukh Khan. Made by MullenLowe Lintas Group, we see Shah Rukh Khan sporting a bathrobe inside the lavatory – perhaps he’s simply stepped exterior from the bath and all of the actresses surrounding him from the 2005 Lux advert – and incorrectly sings the Lifebuoy jingle. It is by design as a result of he then goes on to disclose the brand new positioning.
Funnily sufficient, as Khan spills out the brand new positioning, there’s a transition from a rest room to a clinic and two fashions wearing lab coats announce that the cleaning soap model’s pores and skin safety skill is dermatologically confirmed.
Written with the View : afaqs