Lifebuoy Shampoo and Grey set out to create a ripple effect of inspiration and empowerment, encouraging the girls of today to become the women leaders of tomorrow. With a goal to perpetuate this cycle of positivity in the future for everyone, the brand focused on its core belief that "Girls must become their own champions, believing in their rights and dreams, daring to defy the old norms that try to hold them back."

Championing Girls’ Rights to Education

Famously Effective

The anthem film highlights the importance of a mother/daughter relationship by following a young girl through her school journey. In class, the viewer watches as the girl recites the famous poem “main chota sa eik bacha hun...” (I am a Little Boy). To her disappointment and embarrassment, she is met with teasing from her boy classmates. Defeated, she ends the day with her mother brushing her hair, and after encouragement, the young girl goes back to school to recite the same poem with a modern, inclusive twist that makes viewers (and her classmates) stop and think.

Lifebuoy Shampoo has been igniting dreams of a future reimagined for young girls through this powerful film which aired across TV, digital, and social/influencers channels. Additionally, Lifebuoy Shampoo launched a school intervention program, taking this heartening message directly to the very young girls at its core - by facilitating intimate one-on-one interactions with school-aged girls, ensuring the message of empowerment and ambition was not only heard but felt on a personal level.