Staff Reporters
Feb 26, 2013

Lifebuoy uses roti to deliver anti-diarrhoea message at religious festival

ASIA-PACIFIC - Some religious pilgrims attending this year’s Maha Kumbh Mela, one of the world’s largest religious gatherings, received a message about the importance of handwashing via a unique medium thanks to Unilever soap brand Lifebuoy.

Unilever’s Indian unit, Hindustan Unilever, along with activation agency OgilvyAction, branded ‘rotis’ (a form of Indian bread) with a message about handwashing before eating. The objective of the campaign was to raise awareness and reduce the incidence of Diarrhoea in the country.

The campaign aimed to stamp 2.5 million rotis, an ambitious goal for which HUL partnered with more than 100 restaurants in the area. The message stamped into the bread read, ‘Lifebuoy se haath dhoya kya?” or “Have you washed your hands with Lifebuoy?”. There will also be hand washing messages on the hotel menus and sign boards. Lifebuoy is also providing free soaps so that patrons have the opportunity to protect themselves from germs and enjoy an infection free Kumbh Mela.

 

The event is said to have drawn 100 million visitors. The campaign, which started on February 1 will run up to the end of the month.

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