Feb 8, 2013: Kumbh Mela is known as one of the largest congregation on Earth where large numbers of people come to take a holy dip. This year, Kumbh Mela is once in 144 year old Maha Kumbh which began in Allahabad on January 14th. Because of the sheer presence of this mammoth gathering big marketers are also trying to make their presence felt in the Kumbh. One of the promotions that have caught the eye of onlookers is the Lifebuoy soap advertisement of Hindustan Unilever.
Hindustan Unilever has come out with a unique way of reminding people to wash their hands before they eat. The creative done by Ogilvy is very unique in the way it is being promoted. The company has tied up with more than 100 dhabas and hotels at the mela venue which serve rotis. These rotis are being stamped with “Lifebuoy se haath dhoye kya?’ which means “Have you washed your hand with Lifebuoy? This stamping on rotis act as a reminder to people and gathers enough attention because they will be seeing this message the moment they are going to break the roti. It gives a reminder that washing hands is very important.
The Roti reminder is one of the very unique concepts which have never been tried before by any of the marketers, but the real challenge in this campaign is stamping the rotis. Hindustan Unilever has plans to put this reminder of washing hands on nearly 2.5 million rotis and they have made special heat stamps and hired people exclusively to stamp the message. The concept is truly very revolutionary in nature, since the company would be able to reach to a very wide audience with a fraction of the cost.