Soap, stardom & strategic shift: Lifebuoy’s new look with Shah Rukh Khan

Lifebuoy is back on our screens with a familiar face and a fresher voice. Shah Rukh Khan, wrapped in a bathrobe and his trademark charm, brings more than just celebrity sparkle to the brand. He adds warmth, mischief, and a quietly confident pivot into a new chapter for the iconic soap. If the ad gives you a whiff of nostalgia, like those classic Lakmé commercials where SRK professed his product loyalties, you’re not imagining it. This one has the same soul, just updated for today.

For decades, Lifebuoy stood for one thing: protection from germs. Its iconic jingle, “Lifebuoy hai jahan, tandurusti hai wahan,” echoed through Indian homes like clockwork. But today, in a world where skincare shares the spotlight with hygiene, Lifebuoy is consciously tweaking its message. Enter: a softer remix of the jingle — “Tvacha ki raksha karta Lifebuoy.” Still rooted in protection, but this time, the focus shifts gently to the skin.

SRK doesn’t enter this transition with a dramatic flourish. Instead, he slips into the scene mid-bathroom, midjingle, humming the old line before pausing, flashing a smile, and gently correcting himself. That little moment, playful, almost unscripted, is where the old meets the new. And it lands. Rather than erasing Lifebuoy’s legacy, it reimagines it with respect.

What follows is a colourful burst of joy. The camera zooms out to reveal a chorus of people joining SRK, all singing the updated jingle together. No product close-ups. No jargon-heavy messaging. Just cheer, rhythm, and a vibe that makes the brand feel, well, human again.

It’s more than just an ad, it’s a reminder of what Lifebuoy has always aimed to be: part of everyday life, and ready to evolve with it.

Visually, the campaign strikes a thoughtful balance. On one end, there’s the clean, clinical white-light aesthetic, a clear nod to Lifebuoy’s hygiene-first roots. On the other, the group scene brings in an easy, relatable energy: chatty, casual, completely at home. It doesn’t try to be flashy. It’s deliberate in its simplicity. Just like the product itself: clean, clear and dependable.

And Khan? He’s not just endorsing soap. He’s ushering in Lifebuoy’s next act. His presence isn’t overpowering, it’s just right. Trustworthy, yes, but also light-hearted. He moves seamlessly between sincerity and cheekiness, without ever turning it into a star vehicle. It feels less like an endorsement and more like a collaboration.

What truly stands out is the campaign’s restraint. There’s no loud “new and improved” screaming for attention. No busy graphics. No overexplained science. The shift from germ protection to skincare is introduced with confidence, not noise. And in that quiet approach lies the campaign’s real strength.

At its heart, this isn’t a rebrand—it’s a rephrasing. Lifebuoy isn’t ditching its legacy; it’s evolving it—gently, smartly, and with a bit more skin in the game. And with SRK leading the charge, the shift feels natural, fresh, and full of promise. It’s a soft reset, not a hard pivot. And sometimes, that’s all a legacy brand needs to feel new again.