Lifebuoy’s New Ad Features Shah Rukh Khan Dancing to a Revamped JingleBollywood icon adds charm to brand’s repositioning as it shifts focus from germ protection to skincare.
Lifebuoy has unveiled a new campaign starring Shah Rukh Khan, who brings his signature dance moves to a reimagined version of the soap brand’s iconic jingle. The familiar tune remains, but the message marks a major shift in Lifebuoy’s strategic direction-moving from germ protection to comprehensive skin care.
The commercial opens on a film set where Khan watches dancers rehearse to the new jingle. Intrigued, he jumps in and asks to try his own moves. The result is a lively sequence featuring Khan’s charismatic choreography, set to the updated line: “Lifebuoy hai jahaan, behtar twacha hai wahan” (Where there’s Lifebuoy, there’s better skin). This evolution builds on his earlier campaign from March 2025, where he introduced the revised lyrics through a simple humming sequence.
This marks a significant repositioning for the century-old brand. Known for decades for its germ protection messaging, Lifebuoy announced in March 2025 that it would now focus on skin health, offering a gentler, more holistic message that aligns with consumer preferences.
“We’re pivoting Lifebuoy from germ protection to unmatched skin protection,” said Vipul Mathur, executive director, personal care, during the initial announcement.
Alongside the repositioning, Lifebuoy has updated its packaging design-retaining its iconic red while adding white elements to convey softness and dermatological care. The refreshed look keeps the brand’s shelf impact strong, while visually reflecting its move toward skincare.
Through SRK’s charm and a celebratory tone, Lifebuoy aims to reintroduce itself to a new generation—offering not just protection, but better skin, every day.
