Results and Effectiveness

Since people eat in groups, our message-on-a-roti ended up reaching over 5 million people directly at the Maha Kumbh Mela. On a total investment of $36,000, that’s a cost-per-contact of less than 1 cent! Spontaneous awareness for the Lifebuoy brand increased by 4%. Incremental sales were $40 for every $1 invested. At the target restaurants, people laughed and smiled and even got up to wash their hands. National dailies voted it as one the most innovative campaigns, numerous blogs discussed it, and thousands of people shared it on Facebook and viewed it on YouTube.

Creative Execution

To achieve the objective, it was decided to run an awareness campaign at the Maha Kumbh Mela, the largest single gathering of humanity on planet earth. The festival runs over a period of 55 days and is visited by over a 100 million people from across the world. The activation was done on-ground which was well received by multiple media formats including television, print, online etc. This helped amplify the message to audiences beyond the physical limits of the direct activation.

Insights, Strategy and the Idea

Deliver the Lifebuoy brand message ‘wash your hands with soap before every meal’ to crowds at the Maha Kumbh Mela - the largest human congregation on the planet. With a meager budget of US$36,000, we could have at best reached about 0.6 million people. However, our aim was to reach at least double this number with an impactful brand message. And impact would be measured as: A. Measurable increase in mind measures B. Measurable increase in sales