Indian soap market was valued at $2.9 billion in FY2020 and is forecast to cross $4.4 billion by FY2026 due to increasing focus on maintaining proper hygiene due to the pandemic. (Source: www.prnewswire.com)
Brand Introduction
Lifebuoy is committed to finding ways to protect people from illnesses and improve health outcomes, one handwash at a time.
Summary
It was actually in the Pre-Covid times when the germs on our hands that carry deadly diseases were underrated, we invented a special wearable ink made of Lifebuoy formula which turned into antibacterial soap when brought in contact with water, washing off all the germs. So just by stamping people’s hands outside food courts and toilets at the Kumbh festival, we ensured they also use germ-killing soap when they rinse their hands with water.
Brief
The brief was simple – Ensuring that the devotees wash their hands with soap at the Kumbh festival, which leads to a more hygienic Kumbh this year.
Challenges
Over 60% of Indians wash their hands only with water and no soap before eating and after using the toilet (Source: India National Sample Survey, 2020).
At the Kumbh festival, a religious gathering so massive, it creates a 45- day makeshift town with 150 million pilgrims, 4,200 tents, 660 mass food courts and 150,000 portable toilets, this habit could cause a large-scale infection! In fact, the Kumbh is infamous for its episodes of epidemics.
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Creative Idea
Changing 150 million people’s poor hygiene habits overnight is impossible. So, we decided to create a social-hacking solution that takes advantage of what Indians have naturally done for millennia – washing hands with just water.
Hackwashing is the process of using a special wearable ink made of Lifebuoy formula which turns into antibacterial soap and lathers when brought in contact with water, washing off all the germs.
Execution
We replaced the token/ticket system outside food courts and toilets with Hackwashing. Before they entered food courts and lavatories, we stamped their hands with a special wearable ink made of Lifebuoy formula, so, every time they wash their hands with just water, we ensured that they are also cleansing their hands of germs with antibacterial soap.
In worrisome times of 2020, the world needs simple ideas like Hackwashing, implemented at every public toilet, restaurant, public gathering to avoid the spread of COVID 19 as we enter the unlocking phase.
Results
Number of hands washed with soap: While we stamped 5 million devotees directly, we indirectly made the festival safer for the other 145 million as well.
Ensuring a hygienic Kumbh: Kumbh festival 2019 had 30% fewer infections than the festival’s previous 2013 edition.
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