I continue to get amped when the works of my former design students collide with my favoured intersection of communication, culture and creativity. While speaking at TYPO SF last month in California, I was alerted to an appetising development which I had missed from earlier this year, by fellow speaker, Peter Bil’ak. Fedra Hindi, the typeface he collaborated on with my former student Satya Rajpurohit, was used on a campaign ingeniously printed on rotis (Indian flatbread served at most meals) which were dished out at the Kumbh Mela, – attended by 80 million Hindu pilgrims across 55 days. No, that is not a typo. India’s Kumbh Mela is the world’s largest congregation.
Unilever approached Ogilvy in Mumbai to advertise its Lifebuoy soap at the Kumbh Mela. Young creative, Vipul Slvi, came up with an idea to promote the soap – and hygiene at large – at an opportune moment during this year’s epic gathering. Teaming up with 100 kitchens across the festival, rotis were branded with the message Lifebuoy se haath dhoye kya? “Have you washed your hands with Lifebouy today?” – providing a savvy and sustainable advertising avenue while creating a friendly nudge around effective hygiene behaviours in general.
Here’s the somewhat schmaltzy coverage clip from Ogilvy – though I’d say you had to be amongst the crowd to dig the real flavour of this innovative campaign.
Images via The Economic Times