HINDUSTAN Lever Ltd is to aggressively launch its reformulated Lifebuoy soap brand, by way of novel indirect marketing in rural India, that of persuading villagers to take more care with their personal hygiene. The campaign will range across nine states, to achieve double-digit growth in Lifebuoy's sales figures, which currently stand at around two million soaps sold daily. Its market share had been declining annually by 15-20 per cent because of growing competition. This led to the launch last year of Lifebuoy Active and ...

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