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Jaswanth Jegan

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“Lifebuoy Soap’s Roti Remainder” WEIRD Marketing Strategy #7 The Kumbh Mela is a Hindu pilgrimage festival that is held every 12 years in India. In 2013, the Kumbh Mela was held in Allahabad, and it attracted over 100 million people.The ‘Roti Reminder’ campaign by lifebuoy aimed to promote handwashing and hygiene among the visitors at the Kumbh Mela. The campaign involved distributing special rotis that had a message printed on them, reminding people to wash their hands before eating. The message read, “Did you wash your hands with Lifebuoy?” The campaign was successful in catching the attention of visitors and promoting the importance of handwashing.By this massive event Lifebuoy has succeeded in increasing brand awareness and getting people in touch with it.

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