Lifebuoy Partners with Kumbh Mela 2019

Disrupts at the moment of truth with handwashing reminder on thalis to estimated 20 crore people

Prayagraj, February 16, 2019: Lifebuoy, the world’s No.1 germ protection brand has partnered with Kumbh in an innovative fashion to encourage the healthy habit of handwashing before food consumption to reduce illnesses. Lifebuoy has previously used the Kumbh to remind people to wash their hands with a message printed on a roti, and this time around has gone one step further in using thalis that are used for serving food to trigger people to wash their hands even before their meal.

Called the ‘Swasthya Chetna Thalis’, the thalis come with an etched message of “Kripaya Pehle Sabun se Haath Dhoyein”, 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 Crores.

Shedding light on the thought behind the innovation, Harman Dhillon, the General Manager of Skin Cleansing at HUL 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.”

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.

About Hindustan Unilever:Hindustan Unilever Limited (HUL) is India's largest Fast-Moving Consumer Goods company with its products touching the lives of nine out of ten households in India. HUL works to create a better future every day.

About Lifebuoy:As the world’s leading health soap, Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits. With this in mind, Lifebuoy aims to impact the handwashing behaviour of one billion people. Since 2010 Lifebuoy has impacted the handwashing behaviour of 378 million people across 30 countries. For more information, please visit www.lifebuoy.com