Roti Reminder
Lifebuoy (Hindustan Unilever)2013
Roti Reminder is a 2013 edible media / experiential activation for Lifebuoy, created by OgilvyAction India (Ogilvy & Mather India).
The line
Lifebuoy se haath dhoye kya? (Did you wash your hands with Lifebuoy?)
Why it works
At the 2013 Maha Kumbh Mela in Allahabad, billed as the largest gathering of people on the planet, Lifebuoy made the bread itself the reminder to wash. The soap brand teamed up with more than 100 dhabas and eateries on the festival grounds and gave them custom heat stamps that branded fresh rotis, without ink, with the line "Lifebuoy se haath dhoye kya?" ("Did you wash your hands with Lifebuoy?"). The first roti of each order carried the message, and around 2.5 million stamped rotis were served over a month, with soap placed in the eateries' washrooms and banners around the site. It is studied as a lesson in timing and context: roti is eaten by hand, so the prompt arrived at the precise moment hands mattered, on a medium nobody could skip. It won a Bronze PR Lion at Cannes in 2013 and the Grand Effie at India's 2013 Effie Awards, where Hindustan Unilever was named client of the year.
Techniques
- Guerrilla and ambient Heat-stamps the handwashing question onto rotis served at festival eateries, a medium nobody can skip.
- Purpose and cause Reminds diners to wash their hands at the very moment it matters, since roti is eaten by hand.
Sources · 4
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