MAM
Lifebuoy partners Kumbh Mela 2019 to drive healthy habit of handwashing
MUMBAI: Lifebuoy has partnered with Kumbh to promote the healthy habit of washing hands before consuming food using the innovative ‘Swasthya Chetna Thalis’. The Thalis come with an etched message of “Kripaya Pehle Sabun se Haath Dhoyein” (Please, first wash your hands using soap), that is a clear call to action to anyone who has sat down for a meal without a simple wash of hands which could prevent many illnesses.
Along with the Kumbh, the largest congregation of human beings in the world, Lifebuoy is also taking this idea to 35 other religious congregations that serve food to devotees, with an estimated annual footfall of 20 crore.
Shedding light on the thought behind the innovation, HUL general manager of skin cleansing Harman Dhillon said, “Lifebuoy aims to harness the power of small actions that can unlock big differences – like the simple act of handwashing which can ensure measurably improved health for the whole family. We hope a simple reminder right before someone eats food can trigger a meaningful change in habit encouraging more and more people to wash their hands before eating. Lifebuoy is committed to finding ways to protect people from illnesses and improve health outcomes, one wash of hands at a time.”
Lifebuoy had previously used the Kumbh to remind people to wash their hands with a message printed on a roti. During the Kumbh held in 2013, Lifebuoy had partnered more than 100 dhabas and hotels at the Mela to serve rotis that were stamped with ‘Lifebuoy se haath dhoye kya?’ The company had made special heat stamps to make an impression of its message on rotis at 100 kitchens across the mela. The initiative with the handwashing message was widely acclaimed.
Brands
Flipkart plays on Ugadi vs Yugadi debate in festive campaign
Light-hearted film turns pronunciation clash into deals and delight
MUMBAI: Flipkart is turning a tongue-twister into a talking point with its latest campaign around Ugadi, playfully diving into the age-old debate of Ugadi versus Yugadi.
Conceptualised by 22feet, the campaign leans into a simple cultural truth. While pronunciation may differ across Andhra Pradesh, Telangana and Karnataka, the festive spirit and the urge to shop remain universal.
The campaign film captures this with a humorous back-and-forth between Telugu and Kannada speakers arguing over the ‘right’ way to say the festival’s name, only to land on a cheerful twist where both sides are rewarded. It is less about settling the debate and more about celebrating it.
At the centre of the activation is an interactive microsite, where users can share festive wishes and unlock exclusive deals on the Flipkart app. The idea turns a linguistic quirk into a participative experience, nudging users to engage while they browse.
The campaign is being amplified across digital platforms, including Meta, along with integrations on Flipkart’s own ecosystem, encouraging users to join the conversation and cash in on festive offers.
22feet chief creative excellence officer Vishnu Srivatsav said, “Small cultural nuances often create the most interesting ideas. The pronunciation debate gave us a playful starting point, and from there we built a take that is both celebratory and distinctive.”
In blending humour with heritage, Flipkart’s campaign shows that sometimes, it is not about who is right, but how everyone can win, especially when there are deals on the table.
