For some reason, yesterday I was thinking about companies I feel emotionally attached to. While figuring this out, I am really curious now to know: What brands have you bonded with?
- Tell me which companies do you trust the most? Like, if they release a new product, you automatically prime yourself to try it out?
- Which company profiles are you following on Facebook and twitter?
- Which company newsletter you regularly follow?
Well, while brainstorming on this, I came across Hindustan Unilever Limited innovative “Roti Campaign” which targeted rural market by promoting hand washing campaign message using rotis.
A bit of background: An estimated 2 million children in developing countries die every year of diseases related to poor hygiene. Since its founding, Unilever has had a strong commitment to hygiene and public health. Hindustan Unilever believes the simple act of hand-washing with soap could cut down on that tragic rate of infant mortality.
At the Kumbh Mela 2013 where all big players were trying to sell their respective products, some way or the other, Hindustan Unilever Limited promoted Lifebuoy Soap through Rotis in an innovative manner.
Allahabad where Kumbh Mela 2013 took place – is a dusty and dirty place during the festival, and maintaining hygiene was something which was not on the top, in their list. Rather than displaying the Kumbh with banners and outdoor advertising, HUL preferred a new medium to carry the anti diarrhea messages.
Hindustan Unilever Limited had an idea: What better way of reminding people to wash their hands than just as they are about to eat? The company along with the creative agency, Ogilvy had partnered with more than 100 Dhabas and Hotels at the mela site and used heat-stamped device to print a message on 2.5 million fresh pieces of rotis. The message said, simply, “Lifebuoy Se Haath Dhoye Kya?” (Have you washed your hands with Lifebuoy?)
This stamped message gets the consumer’s attention at the exact time when hand washing is critical – “Right when the person sits down to eat roti with his hand”.
Roti being the staple food, and the only way to eat it is with your hands. The message on roti was impossible to miss or ignore. It’s sensible to expect that some will remember the message every time they sit down to eat.
As the objective of this campaign was to reach the unreachable, what better way to reach a mass? This Kumbh Mela provided HUL a unique opportunity to communicate their message to large, predominantly rural population.