Hi everyone I wanted to share this amazing article with you !
Ogilvy
Action tied up with over 100 dhaba owners (tiffin carriers) in the vicinity of Kumbh Mela and handed
out more than 2.5 million chapattis stamped with the Lifebuoy message.
'Did you
wash your hands with Lifebuoy?' That was the message, in Hindi, stamped on over
2.5 million chapattis at the Maha Kumbh Mela, the
largest congregation of human beings on the planet. The
unusual advertising medium certainly had pilgrims taking notice.
The
campaign enabled Unilever, the company that makes the soap, to reach a large audience
in a low-cost but effective manner.
Rotis
with a message
Unilever
has the advertising agency Ogilvy Action to thank for the brilliant advertising
idea.
Vipul
Salvi, the 34-year-old National Creative Director of Ogilvy Action, is the one
of the people behind the campaign. He says the idea needed to be big and
innovative. "The obvious options were to put up stalls and play games
around health and hygiene, but that would have been too gimmicky," remarks
Salvi.
Those
ideas were rejected since the Maha Kumbh is a spiritual affair. The mandate,
therefore, was to look at other ways of getting the consumer in touch with the
brand.
The ad
agency deliberated over the campaign for close to eight months and came up with
over 200 ideas before zeroing in on the roti campaign.
Rotis
being stamped with the message
A heat
stamp was specially made to make an impression on the chapattis.
The
agency tied up with over 100 dhaba owners in the vicinity and handed out more
than 2.5
million chapattis stamped with the Lifebuoy message.
The heat
stamps used to make an impression on the chapattis
Lifebuoy
achieved its aim of increasing awareness and getting people in touch with the
brand.
And many
of the millions at the Maha Kumbh Mela ate with cleaner hands.
