Health & Pharma
Health & Wellbeing

Gift of the Ganga
Brand: Lifebuoy
Client: Unilever
Entrant: MullenLowe Lintas Group - Mumbai

Baby Blue Elephant

Entry Title:	Gift of the Ganga
Brand:	Lifebuoy
Client:	Unilever
Entrant Company:	MullenLowe Lintas Group - Mumbai
Description:	Lifebuoy’s mission for over 100 years has been to help prevent infections, by ‘making cleanliness commonplace’ and actively championing hygiene. With its purpose stepped in prevention of infections, Lifebuoy decided to actively lead the charge and champion the cause with Gift of the Ganga. A unique gameplay where players could collect virtual plastic from the iconic river Ganga, that was created in Minecraft. The game was meticulously designed in 5 levels, with players needing to collect plastic waste from the virtual river. As the levels progressed, players could earn cool tools to help them in their tasks. As the players proceeded to clean the virtual Ganga, they could also receive rewards – the water got visibly cleaner and new fauna were reborn in the virtual river, reinforcing the message of marine conservation. This activity was kicked off on 21st April 2023 on the eve of World Earth Day. India's top gamers and their fandoms came together for the experience. While the activity was India-based, we had players from 14 countries participating in the game to maximize impact. Lifebuoy would match the plastic collected in-game to on-ground collection that was upcycled to create handwashing stations for underserved schools in the region.
Company Credits:	MullenLowe Lintas Group - Mumbai
Company Credits:	MullenLowe Singapore
Company Credits:	Lintas Live - Mumbai
Company Credits:	OpraahFx
Individual Credits:	Khim-Yin Poh - Unilever - Global Brand Vice President, Lifebuoy - Client
Individual Credits:	Parnil Sarin - Unilever - Global Brand Director, Lifebuoy - Client
Individual Credits:	Sarvesh Raikar - Lowe Lintas - Regional Creative Officer - Ideator & Creative Lead
Individual Credits:	Vinay Vinayak - MullenLowe Singapore - Senior Global Business Director - Business Leader
Individual Credits:	Sharmine Panthaky - Lowe Lintas - Executive Director - Account Management
Individual Credits:	Jonathan Nienaber - MullenLowe Singapore - Global Planning Director - Strategic Lead
Individual Credits:	Nikhil Mudaliar - Lowe Lintas - Vice President - Account Management
Individual Credits:	Prashant Pawar - Lowe Lintas - Unit Creative Director - Creative Team
Individual Credits:	Ninad Gawhankar - Lowe Lintas - Group Creative Director - Creative Team
Individual Credits:	Triveni Rajagopal - Unilever - Global Digital Director, Skin Cleansing - Client
Individual Credits:	Aarti Daryanani - Unilever - Global Brand Manager, Lifebuoy - Client
Individual Credits:	Payal Shah - Unilever - Global Assistant Brand Manager, Lifebuoy - Client
Individual Credits:	Sherawaye Hagger - Unilever - Head of PR and Communications for PC - Client
Individual Credits:	Amanpreet Singh - Unilever - Global Media Manager, Partnerships & Branded Content - Client
Individual Credits:	Ameer Ismail - Lintas Live - President - PR Business Leader
Individual Credits:	Rosanne Rodricks - Lintas Live - Senior Vice President - PR Team
Individual Credits:	Arathi Menon - Lintas Live - Communications Director - PR Team
Individual Credits:	Cleef Chong - MullenLowe Singapore - Global Planning Director - Strategy Team
Individual Credits:	Prathamesh Kulkarni - Lowe Lintas - Vice President - Account Management
Individual Credits:	Bhagyashree Ghatnekar - Lowe Lintas - Associate Creative Director - Creative Team
Individual Credits:	Akarsh Verma - OpraahFx - Brand Manager OPGAMING - Exports Experts