Hand sanitizer gel, hand hygiene wipes, hand sanitizer spray, liquid handwash, and moisturizing hand cream + anti-bac – a hydrating cream enriched with antibacterial ingredients will also be included by Lifebuoy’s 2020 line-up.

Lifebuoy has released this animated ad to highlight its hand sanitizer offering, the ad shows the different use cases for the (liquid) sanitizer. Interestingly, we see that the moisturizing hand cream is also advertised alongside the sanitizer in the ad.

For the British public to keep their hands clean as they begin a cautious return to the new normality, Lifebuoy is also introducing sanitation stations in stores, cafés, and cinemas, making it easy.

Samir Singh, global executive vice president of Unilever’s skin cleansing category says, “For over a century, Lifebuoy has played a crucial role in helping to reduce the spread of infection. As well as getting our products to communities, we are on a mission to improve handwashing habits around the world, helping over one billion people since 2010.”

“This simple habit can make a huge difference, and we want to play our part by helping people do everything within their power to keep themselves and their communities safe through COVID-19.”

Chris Barron, vice president of Unilever’s beauty and personal care division in the UK and Ireland, adds, “The re-introduction of Lifebuoy to the UK and Ireland market has never been more important than it is now. Our role is not just to provide people with great products to use at home, or on-the-go, but also to remind them about the importance of a good hand hygiene regime.”

Lifebuoy soap was created in 1894 as a result of rapid urbanization to help combat the disease and infection that ran rife in towns across Victorian England.

At the time, a Cholera epidemic prevailed and in Lifebuoy soap, Unilever founder William Lever provided an affordable, accessible way for communities to help protect themselves from the spread of the disease. The Cholera pandemic passed, but in 1918, the Spanish Flu followed. Years later, so did SARS, the H1N1 Flu, and now COVID-19.

A press release on the Unilever website mentions that brand Lifebuoy’s long-standing mission is to raise awareness of the importance of using soap in handwashing. It was reinforced through advertising, on-pack messages, and local campaigning. Lifebuoy became not just one of the world’s first consumer brands, but also an agent of social change (by forming the handwashing habit) in the face of the disease.

Much has changed in the years since then. But the central goal – to protect people by inspiring good handwashing habits – remains the same.

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Buzzman, a Parisian agency, is the creative brain behind this move, and presently it’s active only in Belgium.

So, let’s see how does it actually work? Well, the customers need to place advance orders through the ‘Safe Order’ service on the brand’s Facebook and Instagram pages. They will then receive a mask with their orders printed on it.

The move was aimed at reducing crowds at outlets and help home delivery services with more orders.

A ‘Social Distancing Whopper’ to its menu was introduced by Burger King, Italy in June. Thanks to the addition of extra raw onions, it reeked of social distancing because who’d want to stand near a person with bad breath.

In May, to tackle the pandemic BK was already in full swing. It introduced ‘social distancing crowns’ to keep two people six feet away from each other. ‘Distancing, but make it fashion’, said the caption on its Instagram page.

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Take two spoons of salt, add it to two liters of water, add a pinch of baking soda and whisk in the juice of one lemon. To clean our vegetables most of us are used to applying DIY solutions, like these. But with the onset of the Coronavirus pandemic, consumers might wonder – are these solutions enough to kill germs on fruits and vegetables?

Veggie Clean doesn’t contain any harmful preservatives, is soap-free, chlorine-free, and alcohol-free claims Marico. The ad by Mullen Lintas was conceptualized, shot, and created in COVID-19 lockdown.

Azazul Haque, CCO at Mullen Lintas, mentions that because of COVID, there is a ’new normal’, which has given rise to a hyper-cautious customer, who believes that everything has to be washed and cleaned.

“The emerging behavior of consumers is that veggies are getting washed with all sorts of things, like soap, salt, Dettol, etc. When you’re hyper-cautious and don’t have a product that can wash veggies, you turn to these alternatives,” he says. Haque adds that people are more concerned than ever about hygiene and immunity – giving rise to a new category of vegetable cleaners.

Haque explains that the lockdown began in March and the product was created in May. ”That’s the brief that came to us from Marico – it had to be informative because we’re creating an ad for a new category; it has to be explanatory and progressive.”

Haque acknowledges that not many people can afford the product, and the TG is a middle-class family who can afford to purchase the product. “The brief was to communicate that following other methods was not the right way to wash your veggies, and to create awareness about the category, the dos, and don’ts of washing vegetables.”

What are the challenges of designing a communication when there are no advertising codes to go by? “The biggest challenge is ensuring that the product does not become irrelevant when COVID is over, say three months from now. It has to create a conversation beyond the virus. We had to make sure that the ad and messaging had a longer shelf life,” says Haque.

He takes the example of a product like Dettol, claiming that if one was to visually show the antibacterial liquid, one could show germs, but that portrayal was out of the question as it would be unappealing in the context of food (fruits and veggies).

“We could not even borrow advertising codes from cleaning agents, like Harpic, or sanitizers – which visibly showcase germs getting killed. We took a conscious call not to go with that type of portrayal,” he says. Haque adds that for products like Dettol, a common advertising code is to show a doctor speaking to the audience to imply that the product is certified by the doctor.

Haque says that it is intended that a chef, who is closely related to food, is the protagonist and his daughter is the one giving advice. He adds that the reason a father was portrayed in the ad is because of what research showed – that men were cooking more frequently in lockdown as they had more time on their hands.

“The ad tries to throw light on how many people have touched our fruits, or vegetables before it reaches the kitchen – that’s where the seed of doubt begins. People can surely put two and two together since the virus spreads via touch. We feel this conversation will be valid even post-COVID. But in the future, we may focus on the fertilizers, or dirt, on vegetables. Somewhere down the line, we also wanted to be seen as progressive, as the brand leading the conversation in this category.”

Garima Khandelwal, CCO at Mullen Lintas, points out that Marico is one of the first movers in the category, and at this point, category generation is happening. She explains that the brief was to disrupt the insight that people are not following the right way to clean their veggies (by using soap and hand washes, etc., which is harmful).

Khandelwal feels that the ’new normal’ has become somewhat normal right now and you don’t need the Coronavirus to drive communication anymore. “Even a product that’s selling immunity doesn’t need to claim its relevance by saying it’s to fight against COVID-19. It’s understood.”

On the visual treatment of the ad, she claims that this ad wasn’t meant for stylized shots, it’s meant to show how to go about using the product. She adds that it’s refreshing for the brand’s language when a daughter tells her father what product to use, and stuff like that.

“It was an endearing touch and it’s cute for a dad to be told how to do something by her daughter, rather than a housewife being instructed on how to use a product,” says Khandelwal, adding that the intention is not to alienate housewives, but to embrace a better gender balance in ad portrayals.

Ekta Relan, national planning director, Mullen Lintas, says that with the Coronavirus, it was an opportunity to strengthen and create a new category. She mentions that the approach taken in the ad was to talk about the existing behavior and compare it with the new behavior that should be followed.

“Immunity and hygiene are opportune spaces right now. Whether you’re trying to sell a sanitizer, an immunity booster, or a vegetable wash, this is what consumers want. You don’t need to use the Coronavirus as a context to push your product. Consumers are already on the lookout for these products right now,” says Relan.

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The government is yet to release the server-side code of the app which has been constantly requested by developers and data privacy activists.

The server-side code will help them understand how the stored data is processed at the backend. Since its rollout, Aarogya Setu has been under heavy scrutiny from developers and security experts for a multitude of reasons.

According to TOI, a security audit firm, Cyber Firm has said that the user data on Aarogya Setu is “running on a significant risk of theft and abuse”. In a blog post (which has now been taken down), Yash Kadakia, founder of ShadowMap and Security Brigade CTO reportedly said, “The company managed to get access into Aarogya Setu and discovered the source code for the entire platform, including backend infrastructure.”

In response to the blog, the government reportedly sent an official statement saying that the Security Brigade has misused its engagement with the Aarogya Setu code review. “Publishing an article on the issues that the firm got to know as part of the code review violates basic principles of ethics. it is a complete breach of trust,” the statement added.

A magazine owned by the prestigious Massachusetts Institute of Technology, MIT Technology Review, has also downgraded Aarogya Setu app on the parameters of “data minimization” which means the app is collecting more data than needed for the app to work.

The report ranked 25 individual, significant automated contact tracing efforts globally on five factors – voluntary or mandatory usage, usage for public health purposes only or law enforcement, provision for deleting the data within a reasonable amount of time, data collection, and transparency. The current ranking of Aarogya Setu on these factors is 1 out of 5, according to MIT Technology Review.

In May, French ethical hacker Robert Baptiste, who goes by the name Elliot Alderson on Twitter, found a flaw in the Aarogya Setu.

According to Baptiste, anyone with the right technical know-how can find out the COVID-19 status of a given area by exploiting a flaw that allows users to set a location within the Aarogya Setu application.

Using the flaw, Alderson was able to find that five people each in the Prime Minister’s Office and defense ministry who had reported that were feeling unwell on May,6. In response, the Government has denied any security issues in the app, which was developed in a public-private joint venture.

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