Lifebuoy has unveiled a fresh chapter in its brand journey with a new ad campaign featuring Shah Rukh Khan dancing to a reimagined version of its iconic jingle. The commercial showcases SRK adding his signature moves to the updated jingle: “Lifebuoy hai jahaan, behtar twacha hai wahan,” shifting the brand’s focus from health to skincare.
The campaign builds on Khan’s March 2025 ad, where he first hummed the revised jingle, marking Lifebuoy’s pivot from germ protection to skin protection. This transformation includes updated packaging with white elements to reflect gentleness and dermatological care, while retaining the brand’s iconic red for familiarity and trust.
With this campaign, Lifebuoy reinforces its new skincare positioning while keeping its heritage alive—now with a Bollywood twist.