“Lifebuoy se haath dhoye kya?”
This Marketing Moment is about a campaign created by Ogilvy Activation for Hindustan Unilever Limited, called “‘Lifebuoy Roti Reminder”.
In 2013, during the Maha Kumbh Mela, the largest gathering on Earth, Lifebuoy made customized heat stamps which stamped ‘Lifebuoy se haath dhoye kya’ (Did you wash hands with Lifebuoy). This way, people see the reminder to wash their hands, just as they are about to have their food. Hand Wash booths with Lifebuoy soaps were placed just outside the feeding halls, and people washed their hands before eating. This campaign is a good example of how brands can reach people who cannot be reached by conventional media.
Diarrhoea is a leading cause of childhood mortality in India, and HUL had taken up the cause of reducing Diarrhoea through their soap brand Lifebuoy. Hand hygiene habits are promoted, especially to wash hands before eating.
Lifebuoy Roti Reminder is a successful example of merging Cause Marketing with Brand Activation. Brand activation is a process where brands directly impact a set of people and drive engagements through a larger than life outdoor campaign and this, in turn, attracts the attention of a larger number of audience.