The Kumbh Mela in India is the largest religious gathering on the planet, making it a huge marketing opportunity. But the government body, managing the Mela reserves 70% of the space/ time on all traditional media for non-commercial messaging making all conventional media choices inefficient/ ineffective.
At this festival, Lifebuoy wanted to land the message “Wash your hands with soap before a meal”.
To ensure the message was heard despite the massive clutter, we created a new medium for the brand message at the moment of truth:
WHAT VISITORS EAT BECAME THE MEDIUM - THE ROTI (Indian bread, served with every meal).
WE DEVISED A HEAT STAMP THAT LEFT AN ACTIONABLE MESSAGE ON A ‘ROTI’ - ‘DID YOU WASH YOUR HANDS WITH LIFEBUOY?’ AND PRINTED THIS EDIBLE MESSAGE ON OVER 2.5 MILLION ROTI’S SERVED TO THE VISITORS AT THE MELA.
The cost per contact; less than 1 cent. On an investment of just US$36000 it
delivered incremental sales of $40 for every $1spent, helping Lifebuoy reach its highest market share in 3 years!