We witnessed this back in 2013 when Lifebuoy came up with Gondappa’s story to help promote their ‘Help a child reach 5’ campaign. Though, at the core of the digital story was a corporate social responsibility by Lifebuoy to raise awareness on handwashing and personal hygiene, with the larger goal being the eradication of diarrhoea in Indian villages, the film was not looked at as a CSR campaign by an FMCG giant.

Launched exclusively for its Facebook fans, it quickly spread onto other social networks based on its sheer power of storytelling. The 3-minute film by the soap brand raked in 1.5 million views in the first three weeks of being launched. It even found itself in second place at 16 million views in the list of ’10 most viewed ads on YouTube in 2013’. The ad has crossed over 19 million views till date.

Lifebuoy did not try hard to sell its soap, but it sure did make a strong emotional connect with the masses. The brand purpose was established.

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