Lifebuoy spreads hygiene awareness with 'roti'

Executed by OgilvyAction, the innovative and massive activation is being carried out at the ongoing Maha Kumbh Mela in Allahabad

Shachi Tapiawala | Mumbai | February 13, 2013

With a vision to improve the health and hygiene of a billion people, Lifebuoy, the germ protection soap, has flagged off a 'Roti' activation at the ongoing Maha Kumbh Mela, a massive festival of faith in Allahabad. The activation is reaching out to over 100 million people, who come to pray together, live together and eat together. Executed by OgilvyAction India, Lifebuoy saw this as the perfect opportunity to reach out to a large group of ordinarily inaccessible sections of society and get the hygiene message across.

Ogilvy Action hired promoters to stand in many of the kitchens/dhabas/hotels spread across the Maha Kumbh Mela area and instructed them to stamp 2.5 million fresh rotis with the message 'Did you wash your hands with Lifebuoy?' Additionally, Lifebuoy put up hoardings and banners across these hotels and all over Allahabad and the Kumbh area to spread awareness on hand washing, and to reinforce the fact that Lifebuoy can help prevent serious infections. Moreover, free soaps were provided in these hotels to further encourage the habit of hand washing with soap before eating.

While the approximate number of fresh rotis, which will be served to pilgrims at the Maha Kumbh is 2.5 million, the reach of this activation is estimated to be much higher.

Vipul Salvi, National Creative Director, Ogilvy Action, said, “Hand washing with soap has been cited as one of the most cost-effective interventions. We chose the Maha Kumbh Mela for Lifebuoy as we could reach the brand message to 100 million people from all walks of life, including rural population. With regard to the concept, roti is a staple item served with every Indian meal. And the only way to eat it is with your hands. We therefore chose this as the most effective brand idea amongst the 300 ideas which were chosen as possibilities.”

“We are not promoting the initiative through any other medium as the brand purely aims to help people and spread awareness about hygiene and cleanliness,” added Salvi.

Watch the video here:

Credits:

Client: Hindustan Unilever

Brand: Lifebuoy

Agency: OgilvyAction India

OgilvyAction Team: Vipul Salvi, NCD; Samir Gupte, President

Shachi@BestMediaInfo.com

Info@BestMediaInfo.com