Diarrhea kills over 1.1 million children annually in developing countries. Lifebuoy soap believes this tragedy can be prevented. The brand wanted to run an awareness campaign on the importance of handwashing with soap at the Maha Kumbh Mela, India, the largest religious festival on the planet. The roti, or Indian bread, is a staple item served with every Indian meal. We decided to use this as our medium. We created a heat stamp to print our edible message directly on a roti -- "Did you wash your hands with Lifebuoy?". And over 30 days, 100 promoters stood in 100 kitchens at the festival, stamping over 2.5 million fresh rotis.
Corporate and social,