Lifebuoy Campaign At The Kumbha Mela

At 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. Read more of this post