Wonder Marketing: Advertising on Roti (Bread)

What if your Roti (bread) asks you if you washed your hands? Yes this is what the 2.5 million roti's will read at the Kumbh mela, supposedly the largest congregetion of Humanity on earth.

Hindustan Lever, country's largest consumer goods company with its creative agency Ogilvy are reminding those visitng the Kumbh mela if they washed their hands before eating. The innovative idea is the brain child of Ogilvy Action, the activations arm of Ogilvy under the aegis of Vipul Salve, the NCD.

This innovative idea came after a grill which went on for 8 long months and discussing 200 obvious options of engaging the mela attendees in health related games or some similar activities but HUL was looking for something really out-of-the-box.

A heat stamp was specially made to make the impression of the message on the chapattis. The agency also tied up with over 100 dhaba owners in the vicinity and handed out more than 2.5 million chapattis stamped with the Lifebuoy message.
With this Wonder marketing, HUL has definitely delivered and hopefully the attendees ate with cleaner hands.

AnujShailGupt

Photo Courtesy: Business Today

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