Lifebuoy’s brand purpose is to bring health and hygiene to a billion people are its communications have been consistently delivering the same educational messages for years.
But there’s more to behaviour change than just information, there’s also motivation and opportunity.
During the Maha Kumbh Mela (the largest religious festival on the planet) we wanted to put that message where it mattered most: Right in front of thousands of people who were about to eat their meals with bare hands.
Low-cost innovation: We developed heating printing devices to stamp the roti (Indian bread).
Our 100-person team was stationed at the festival to print literally thousands of rotis every day at less than 1 cent cost per contact.
A timely reminder: Did you wash your hands with Lifebuoy?
We built hundreds of Lifebuoy washing stations throughout the festival, next to the food serving areas.
The campaign reached thousands on the ground but millions on traditional and social media.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Vipul Salvi, Rahul Saigal and Samir Gupte.
