Brands
Geometry Encompass, HUL address sanitation at Kumbh Mela 2019
MUMBAI: To address the issue of sanitation, Geometry Encompass conceptualised and created four campaigns for Hindustan Unilever’s home and personal care brands, namely Active Wheel, Lifebuoy, and Vim at the ongoing Kumbh Mela.
For Active Wheel, it surrounded its campaign around Kalpavas – a 30-day period of living in austerity and following a fixed schedule to transform the inner consciousness. Geometry Encompass recognised that it was a big challenge for the Kalpvasis to wear fresh clothes every day and thus conceptualised a unique ‘Wheel Wash-o-Cycle’ – a drum attached to a bicycle, which rotated on pedalling the cycle, recreating the function of a washing machine. Devotees simply had to fill the drum with water, add their clothes, sprinkle Active Wheel detergent powder, and pedal for 10-12 minutes, to enjoy fresh, clean clothes, free of cost.
Two such Wheel Wash Stations were set up at the Kalpavasi tent city, each with more than 20 installations of ‘Wheel Wash-o-Cycle’, which use no electricity, save water, and can be easily used by anyone. Active Wheel also ensured an adequate supply of clean water and drainage systems in place. Through this, over 30,000 devotees were able to enjoy the comfort of fresh clothes during the Kumbh Mela. The brand has decided to donate the Wheel Wash-o-Cycles to nearby villages, post Kumbh, thereby continuing to make a difference in people’s lives. Active Wheel will also train the villagers to make the machine themselves, thus reducing the effort needed for manually washing clothes and empowering women to realise their ‘Fresh Soch’. By these efforts, Wheel hopes to help women realise their own dreams and entrepreneurial aspirations, and even earn revenue that they can help their families with.
Geometry Encompass took the agenda of ensuring sanitation at the Kumbh Mela a step further when it worked with Lifebuoy and conceptualised two innovative campaigns to remind devotees to wash their hands after using the restroom as well as before eating their meals.
In the first campaign, they developed an innovative ink after 3 months of rigorous research and testing. The ink was developed into a stamp which becomes an active reminder to wash hands. A visual red stamp was marked by over 150 Lifebuoy representatives who stamped 10,000 hands per day. As the devotees put their hands under a tap, the stamp lathered into soap and helped provide superior germ protection, ensuring a hygienic stay at the Kumbh. As a result, there were several attendees who approached promoters to have their hands re-stamped for later, and used a total of 3 lakh stamps to wash 6 lakh hands over the 30 days activity.
Taking it one notch higher, Geometry Encompass and Lifebuoy distributed thalis, which were engraved with a message – ‘Kripaya pehle sabun se haath dhoyein’ (please wash your hands with soap first). The Lifebuoy branding was a part of the thalis which were distributed at meal centres, to be washed and reused, effectively delivering the message to millions of visitors. Lifebuoy also addressed the issue of washing one’s hands after visiting the washroom by stamping the hands of those using public restrooms with an ink that had a layer of soap on it. The ink dissolved on contact with water, ensuring their hands were washed thoroughly.
Appreciating Lifebuoy’s efforts, ACMO Dr VK Mishra, nodal officer sanitation Kumbh Mela Prayagraj said, “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (Hygiene Partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”
Geometry Encompass also highlighted the efficacy of Vim dishwashing soap by replacing mirrors in public restrooms with thalis washed with the brand. The plates were so clean and shiny that the reflective surfaces acted like mirrors.
Speaking on the successful conceptualisation and execution of these campaigns, Geometry Encompass CEO Sukrit Singh said, “These campaigns are testament to a fulfilling two decade long partnership with HUL. I am proud that this partnership beyond the realm of advertising, is focusing on behavioural change instead. We, at Geometry-Encompass, strive to create pivotal consumer experiences in all the work we do. The year has just begun and we have already rolled out two of the most talked about campaigns at the Kumbh, I can’t wait for everyone to see what else we have in store!”
Geometry Encompass managing partner Shankar Shinde said, “Geometry Encompass collaborated with HUL to play a pivotal role in creating impactful, purpose driven campaigns during Kumbh 2019. Be it the Lifebuoy Hygiene Stamp – that washes away germs and preconceived notions about personal hygiene and handwashing, or the Wheel Wash-o-Cycle, that inculcates the philosophy of “Pehno Fresh and Socho Fresh”. Fresh thinking is optimising the mundane task of washing clothes, encouraging women to fulfil their dreams in the time saved. These campaigns, embedded with a strong purpose of helping consumers at large, have helped create a lasting impact for HUL at the Kumbh.”
Geometry Encompass executive creative director Arpan Jain added, “Being committed to inspiring action through behaviour and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioural change. While we recognise that habits do not change by just spreading the word; we also need to provide the right reasoning and tools at the right moment! With our Wheel Wash-o-Cycle and Lifebuoy Stamp of Hygiene campaigns, we are doing just that, providing consumers the right reasons and tools to enable behavioural change.”
Brands
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
