Client: Hindustan Unilever
Office: Ogilvy & Mather / Geometry Global India
Diarrhoea kills over 1.1 million children annually in developing countries. Unfortunately, people are unaware of the fact that the simple act of handwashing with soap can help prevent this tragedy. In keeping with its social mission to bring health and hygiene to a billion Indians, Lifebuoy soap wanted to run an awareness campaign at the Maha Kumbh Mela in India, the largest religious festival on earth. Since most people eat with their hands in India, handwashing with soap becomes even more crucial. Which is why, we decided to focus on meal time as an important handwashing occasion. Our medium of choice was the ‘roti’ or Indian bread – a staple item served with almost every Indian meal. We created a heat stamp capable of leaving a simple message on a ‘roti’: ‘Did you wash your hands with Lifebuoy?’, and printed this edible message on fresh rotis being served to visitors at the Mela’s restaurants. Over 30 days, 100 promoters stood in 100 kitchens and printed over 2.5 million fresh rotis. Since people eat in groups, our message-on-a-roti ended up reaching over 5 million people at the Maha Kumbh Mela.
Our message-on-a-roti ended up reaching over 5 million people. On a total investment of $36,000, that’s a cost-per-contact of less than 1 cent! Spontaneous awareness for the Lifebuoy brand increased by 4%. Incremental sales were $40 for every $1 invested. National dailies voted it as one the most innovative campaigns, numerous blogs discussed it, and thousands of people shared it on Facebook and viewed it on YouTube.