Lifebuoy Handwash: Roti Reminder

Kumbh Mela, Allahabad is a mass Hindu pilgrimage, held in India every four years attracting over 100 million people from all over the world. Lifebuoy, along with creative agency Ogilvy Action partnered with more than 100 restuarants and hotels at the Mela site to serve Rotis (Indian Bread) that are stamped with a message, "Lifebuoy se haath dhoye kya?" (Have you washed your hand with Lifebuoy?)

The words were heat stamped onto the baked roti, without the use of ink, to ensure it was completely edible. The idea was to get a consumer's attention at the exact time when the hand washing is critical. HUL expected its message to reach out to more than 2.5 million visitors at the Maha Kumbh Mela.