Silver Spike

Case Film

Presentation Board

CategoryC02. Small Scale Special Solutions
Entrant Company OGILVY & MATHER INDIA Mumbai, INDIA
Advertising Agency OGILVY & MATHER INDIA Mumbai, INDIA


Name Position
Rajiv Rao/Abhijit Avasthi Chief Creative Officer
Daniel Comar Executive Creative Director
Vipul Salvi Creative Director
Ogilvyaction - Creative Team Other Credits


Diarrhoea kills over 1.1 million children annually in developing countries. Unfortunately, people are unaware of the fact that the simple act of handwashing with soap can help prevent this tragedy. Lifebuoy is a key player in the handwashing segment in India. It wanted to spread the message about importance of handwashing at a minimal cost. To achieve the objectives, Lifebuoy soap wanted 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. Since most people eat with their hands in India, handwashing with soap becomes even more crucial. Which is why, we decided to focus on meal time as an important handwashing occasions. Our medium of choice was the ‘roti’ or Indian bread – a staple item served with almost every Indian meal. Delivering the message on a 'roti' was made possible with a specially handcrafted heat stamp, capable of leaving a legible impression on a ‘roti’ by slightly charring its surface. This process leaves a legible mark on the ‘roti’, without use of any kind of ink while keeping it safe for human consumption. Since people eat in groups, our message-on-a-roti ended up reaching over 5 million people at the Maha Kumbh Mela. On a total investment of $36,000, that’s a cost-per-contact of less than 1 cent! 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 You Tube. Spontaneous awareness for the Lifebuoy brand increased by 4%. Incremental sales were $40 for every $1 invested.

English Translation of Main Headlines

Did you wash your hands with Lifebuoy?