Lifebuoy, a hygiene brand marketed by Unilever recently launched a call to action campaign with an aim to promote awareness regarding washing your hands before eating and keeping your body clean and sanitized. This act of spreading awareness is done by the brand through ‘Swasthya Chetna Thalis’ at the ongoing Kumbh Mela at Prayagraj. The thalis have a message engraved on them : “Kripya pehle sabun se haath dhoyein’’ (Please wash your hands with soap first).
Lifebuoy stands for a brand that has always aimed towards implementing small things in your life to create big differences. For instance, a simple act of handwashing can ensure comparatively better health for the whole family and Lifebuoy is trying to achieve it with a simple reminder right before someone eats the food. This can trigger a meaningful increase in the habit of washing hands before eating.
Along with Kumbh Mela, it is also planning to take this idea to 35 other religious congregations in which food is served to the devotees with an estimated annual footfall of 200 million.
In the year 2013 at Kumbh Mela, the country’s largest consumer goods company along with creative agency Ogilvy & Mather tied up with approximately 100 dhabas and hotels at the mela to serve rotis that were stamped with the message, ‘Lifebuoy se haath dhoye kya?’ (Did you wash your hands with Lifebuoy?)
The idea behind Lifebuoy’s marketing strategy to promote their brand, comes from the fact that a large population at Kumbh Mela are people who come from rural areas and are not well educated. Hence, an on-ground strategy of spreading their message to the public work in a better way than compared to off-ground promotion.
Hence, Lifebuoy’s creative and unexceptional strategy of growing their brand efficiently alongside serving people a massive remedy to their health diseases must be applauded.
Megha Harsh serves as a content writer at The Ideaz Factory. She has been a student of English Journalism at the Indian Institute of mass communication. A writer by day and reader by night, she is loathe to discuss herself in third person. In addition to writing blogs, she also has interest in writing poems.