Together, the Bangladesh Cricket Board and Lifebuoy have reinforced the bridge between supporters and the Bangladesh team in many ways. Lifebuoy’s invulnerable protection from germs has teamed up with the Tigers’ in their quest to attain victory, marking the beginning of a winning partnership.
In fact, Lifebuoy has brought a breath of fresh air to the national cricket scene with an array of initiatives, one of which is an appealing campaign titled ‘Khelbe Tiger, Jitbe Tiger’.
As a brand, Lifebuoy enlightens and empowers mothers in their efforts to protect their children in the simplest, yet most effective way. To pay tribute to all the mothers, on Mother’s Day Lifebuoy released an Audio Visual representation of the mothers who made the biggest contributions in the lives of their cricketer children. Lifebuoy also released a video called ‘Tigers Rising’ to give fans a glimpse of what pre-match preparations look like in the dressing room.
Nafees Anwar, Marketing Director of Unilever, described the music video as educational in terms of healthcare.
“In the music video, you will see that the cricketers are showing Lifebuoy’s signature move and a gesture to wash their hands five times a day. This way fans can also learn about the importance of this simple act which keeps them protected against infection causing germs. In this way, Lifebuoy is getting the nation onboard, through the cricketers, in their a movement of washing hands five times a day, which is the simplest yet most effective way to reduce child mortality,” he said.
The lyrics of the song used in the video was written by the Creative Director of the project, Pulak Aneel. Zohad did the vocals while Emon Choudhury was the music director and Sakib Fahad was the video director. The overall project is led by Anwarul Kadir [Head of Client Services, Adcomm].
In addition, Lifebuoy released special World Cup editions of their products, where the Tigers’ feature on the packs. Lifebuoy also visited eight divisions to collect red and green handprints from 7,000 children, which will be used to make a national flag collage which should in turn boost the Tigers’ spirits during the 2019 ICC Cricket World Cup in the United Kingdom.