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An unusual “wash your hands before eating” campaign was undertaken by Unilever by stamping more than 2.5 million chappatis with the message, “Did you wash your hands with Lifebuoy?' at the Maha Kumbh Mela. The Maha Kumbh is the largest congregation of human beings on the planet.

In a report, Business India noted that in India, diarrhea alone causes more than 1,600 deaths daily. Hygiene practices are extremely poor in rural areas of the country; only 14% of the rural population has access to a latrine. Hand washing is also very low, increasing the spread of disease.

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.

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.

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.

You can view the video created by Unilever for the campaign here - http://www.youtube.com/watch?v=e_2tQekUDy8

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