Lifebuoy has rolled out a campaign that marks a continuation of the brand’s strategic repositioning and rebranding effort, with Bollywood star Shah Rukh Khan at the centre of its narrative arc. 

In the latest ad campaign, Khan can be seen grooving to a refreshed take on the brand’s familiar jingle, signalling a departure from the soap brand’s traditional, century-old positioning.

The campaign builds on the brand’s makeover messaging and new packaging, which began earlier this year with another film featuring the actor. That ad introduced a tweaked version of Lifebuoy’s classic jingle, replacing ‘tandurusti’ (health) with ‘tvacha’ (skin) to highlight ‘better skin’ over ‘better health,’ signalling a shift from germ protection to skincare benefits.

The advert opens behind-the-scenes of a film set presumably designed for the brand’s commercial shoot, with Khan observing a dance crew performing to the freshly tweaked jingle. SRK then decides to join in, asking the choreographer if he could try his own moves, leading to a spirited grooving session peppered with the star’s signature moves.

What we think about it: While the jingle evolution steering the brand into a new category is catchy, the campaign leans heavily on SRK’s charisma to carry the entire piece, without trying to push the envelope in terms of storytelling. For a brand undergoing such a significant shift in its 100-year history, the campaign plays safe and feels underwhelmingly more like a 'skin-deep', cosmetic change.