LIFEBUOY GERM NASHINI

TitleLIFEBUOY GERM NASHINI
BrandUNILEVER
Product / ServiceLIFEBUOY
CategoryB01. Brand-led Education & Awareness
EntrantMULLENLOWE LINTAS GROUP INDIA Mumbai, INDIA
Idea Creation MULLENLOWE LINTAS GROUP INDIA Mumbai, INDIA
Idea Creation 2 MULLENLOWE SINGAPORE, SINGAPORE
Media Placement MULLENLOWE LINTAS GROUP INDIA Mumbai, INDIA

Credits

Name Company Position
Nitin Sawant MullenLowe Lintas Group India Group Creative Director
Satendra Mhatre MullenLowe Lintas Group India Associate Creative Director
Sarvesh Raikar MullenLowe Lintas Group India Executive Director
Sagar Kapoor MullenLowe Lintas Group India Chief Creative Officer
Amer Jaleel MullenLowe Lintas Group India Group Chairman & Chief Creative Officer
Prathamesh Kulkarni MullenLowe Lintas Group India Brand Services Director
Dharal Goshalia MullenLowe Lintas Group India Associate Vice President
Vinay Vinayak MullenLowe Singapore Global Business Director
Diya Sarkar MullenLowe Lintas Group India Brand Services Manager
Girish U MullenLowe Lintas Group India Associate Creative Director
Joybrato Dutta MullenLowe Lintas Group India Unit Creative Director
Savita Iyer MullenLowe Lintas Group India Associate Vice President
Samir Singh Unilever Global Executive Vice President, Skin Cleansing
Kartik Chandrasekhar Unilever Global Brand Vice President, Lifebuoy
Madhurjya Banerjee Unilever Global Brand Director, Lifebuoy
Guntas Randhawa Unilever Global Brand Director, Lifebuoy

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

NA

Describe the target audience and why your work is relevant to them.

Devotees were the key audience. During the festival of Durga Puja, devotees enjoy warm bhog (sacred, blessed food) but often with unclean hands. Hygiene brand Lifebuoy created Germ Nashini, (Destroyer), designed in the form of the ‘goddess’ blessing gesture’ to protect people from illness causing germs.

Cultural/Context information for the jury

Every Indian festival sees a vast number of people in a perfect melting pot of devotion, celebration and food. Every October, the heart of every devotee thumps faster in the anticipation of homecoming of goddess Durga. Huge tents called pandals are set up where devotees come worship the deity and also enjoy the warm bhog (blessed food) served. Food is an important and indispensable part of the festive fervour but more often than not, this food is eaten with unwashed hands due to lack of handwashing facilities like soap and water. For the people focused on festivities, there is an invisible danger of hidden germs that can cause illnesses lurking around. A simple act of cleaning hands before eating food can help protect devotees. The festival thus provided Lifebuoy, the world’s largest hygiene brand, a unique opportunity for a hygiene intervention that educates about the importance of handwashing before eating.

Translation. Provide a full English translation of any text.

NA