The call to action is the brand’s way of telling people that the simple act of washing hands can prevent many illnesses
Lifebuoy said it is also taking this idea to 35 other religious congregations that serve food to devotees
New Delhi: Lifebuoy, the hygiene brand from Hindustan Unilever (HUL), is serving hygiene lessons to people through ‘Swasthya Chetna Thalis’ at the ongoing Kumbh Mela at Prayagraj. The thalis come with an etched message of ‘Kripaya Pehle Sabun se Haath Dhoyein’ (loosely translated to ‘Please wash your hands with soap first’) urging people to wash hands before eating. The call to action is the brand’s way of telling people that the simple act of washing hands can prevent many illnesses that spread by touch.
“Lifebuoy aims to harness the power of small actions that can unlock big differences. Like the simple act of handwashing can ensure measurably better health for the whole family, we hope a simple reminder right before someone eats food can trigger a meaningful increase in the habit of washing hands before eating," said Harman Dhillon, general manager of skin cleansing at HUL.
Along with the Kumbh Mela, the largest congregation of human beings in the world, Lifebuoy said it is also taking this idea to 35 other religious congregations that serve food to devotees, with an estimated annual footfall of 200 million.
During the 2013 Kumbh Mela, the country's largest consumer goods company along with creative agency Ogilvy & Mather had tied up with over 100 dhabas and hotels at the mela site to serve rotis that are stamped with ‘Lifebuoy se haath dhoye kya?’ (loosely translated to ‘Have you washed your hand with Lifebuoy?’).
“Fast moving consumer goods (FMCG) companies continue to be the biggest spender during Kumbh Mela," said Shekhar Banerjee, managing partner, Wavemaker India.
Many consumers that visit Kumbh Mela come from the media dark regions of the country, noted Banerjee, giving deeply penetrated brand categories to connect with them mostly through innovative on-ground activations.
“That is why categories such as FMCG, telecom and automobiles tend to leverage this festival to connect with a completely new set of consumers," he added.