SRK lends his famous dance move to Lifebuoy’s iconic jingle

The famous melody remains, but the message has changed. Shah Rukh Khan can be seen grooving to a reimagined version of the brand's iconic jingle in Lifebuoy’s new commercial, marking a significant shift in the soap brand's century-long positioning.

Lifebuoy's new TV advertisement, which was broadcast on July 4, 2025, starred Bollywood icon Shah Rukh Khan dancing merrily to a revived rendition of its unmistakable jingle—a lively rebooting of the brand's hundred-year-long identity.

The Campaign

The commercial opens on a movie set where SRK watches dancers perform the new hook: "Lifebuoy hai jahaan, behtar twacha hai wahan" ("Where there's Lifebuoy, there's better skin"). He then approaches the set, asks the choreographer if he can join in, and skillfully adds his signature charm to the lively choreography.
This campaign follows the March 2025 teaser, when SRK naively whistled the new jingle, signalling Lifebuoy's strategic shift from germ protection to skincare. That earlier clip introduced the tagline "Tvacha ki raksha karta Lifebuoy" and promised a dermatological focus.

 The Ideology

Created by MullenLowe Lintas, the advertisement finds a balance between nostalgia and modernity. The traditional red-and-white packaging is maintained, while fresh white elements convey softness and skin-friendliness, reinforcing the ad's message of skin protection.
 By leveraging SRK's timelessness, Lifebuoy brings its legacy of trust and cleanliness together with a new, young aura. This combination not only charges up the brand image but also places it favourably in the exploding skincare sector—a space where consumers look more and more for both protection and well-being.
The campaign expresses a confident brand transformation, embracing the past and fearlessly moving forward into Lifebuoy's new chapter—skin care, with star-driven zest.

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