Although many people know that handwashing with soap is one of the best interventions to prevent diarrheal related disease, not many actually practice the habit. Given the fact that Indians primarily use their hands to eat their food this becomes even more of a concern.
Lifebuoy and OgilvyAction teamed up with an ingenius idea to get this message across at one of India’s biggest faith festivals, the Maha Kumbh Mela. 2.5 million fresh rotis were heat stamped with the message ‘Did you wash your hands with Lifebuoy?’ and served up to the 100 million attendees.
This was a hugely successful way of getting across Lifebuoy’s simple but important message and earned them media value of 60 million USD – over 1600 times ROI.
Not such a humble roti after all!