Lifebuoy Campaign At The Kumbha Mela

wealthymattersAt the Kumbh Mela, the largest congregation on earth, a lot of businesses are vying to sell their wares and boost their brands.The Maha Kumbh provides a unique opportunity to communicate  messages to a large, predominantly small-town and rural population.An interesting  promotion that stands out at this year’s Mela is Hindustan Unilever’s ‘Roti Reminder’ for its Lifebuoy soap brand.The campaign started on February 1.

For this promotion,HUL, the country’s largest consumer products firm, along with creative agency Ogilvy, has partnered more than 100 dhabas and hotels at the Mela site to serve rotis that are stamped with “Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?). The company has made special heat stamps to make an impression of its message on rotis and hired 100 promoters to stand in 100 kitchens across the Mela.

The ‘Roti Reminder’ gets a consumer’s attention at the exact time when hand washing is critical,that is, right when he/she sits down to eat roti with their hands.The company hopes to put the hand wash reminder on 2.5 million rotis. HUL hopes  that this simple, clutter-breaking idea will help them reach out to a massive audience, at a fraction of the cost it would otherwise entail.


About Keerthika Singaravel

4 Responses to Lifebuoy Campaign At The Kumbha Mela

  1. Puneet Rai says:

    It was Innovative, novel but how did consumers perceive it! The target audience is R3 & R4 categories of rural markets. They are not likely to see the brand in positive light. I will be interested to learn about the consumer responses to this Activation by HUL.

  2. Alex Jones says:

    Clever marketing.

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