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Lifebuoy promoted through Kumbh Mela

Allahabad, Feb 9 () : Kumbh Mela which is held once in twelve years is also the field for innovative marketing techniques. Termed as the largest congregation of humanity, HUL is actively marketing its Lifebuoy through an innovative tie up with 100 dhabas and hotels at the mela to serve rotis stamped with “Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?)
Ad agency Ogilvy devised this strategy to take its soap and hand wash to the masses.

Special heat stamps make an impression of its message (Have you washed your hand with Lifebuoy?) on rotis and stamped by 100 promoters posted in 100 kitchens across the Kumbh Mela. The campaign started on February 1 and will run for the entire month.. The company plan is to put the hand wash reminder on 2.5 million rotis that expected to be consumed from its sponsored dhabas.

Roti is most common and popular food item eaten by all classes of the North Indian population.The mela held in a large, predominantly small-town with rural population, is ideally a huge medium to push the soap and hand wash. The company hopes to reach out to a massive audience, at a without having to spend fraction of the advertisement budget.

The dhabas and hotels were facing a major problem since LPG was available with no subsidy.With pilgrims finding market priced cooking gas (LPG) priced at around Rs 1400 too costly, Oil Ministry has modified that LPG be provided at subsidised rates to all feeding centers during the entire duration of Kumbh Mela.

“Oil Minister’s government policy, a LPG connection can only be availed by community kitchen and commercial establishments like are supplied market priced LPG at Rs 481 per 14.2-kg cylinder and 19 kg cylinder at Rs 1000 plus. Twelve years back around 7000 LPG connections were issued for the mela but after the removal of subsidy on commercial purpose the new connections were only 931.

In 2001, around 33,000 cylinders were consumed while so far it is 4000. Oil Ministry has also permitted kitchens in Government run hostels and canteens to get LPG at subsidized rates of Rs 481 without any cap.

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