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Assignment on APR

Lifebuoy Maha kumbhmela campaign:

Maha kumbh mela is the largest religious festival in India . The people from all over the India

near 100 million people come together to pray lord siva and they live together one month. The

indian govt has created temporary village for the devotees.Lifebuoy aims to make a difference

by creating accessible hygiene products and promoting healthy hygiene habits. With this in

mind, Lifebuoy aims to change the handwashing behaviour of people. The desire to be clean,

active and healthy is intrinsic to every oneirrespective of age or economic status. Lifebuoy

understands this need and champions the cause for hygiene and health around the world.

life buoy wants to promote this they thinking too innovative to communicate to the people sothey found this as an opportunity to communicate about this need of washing the hands before

to eat . they come with an innovative idea that they wants to communicate to the people . they

used Roti as the medium . they print quote on Roti did you wash your hands with lifebuoy.

With 2.5 million Rotis to the 5 million people they convey that message to the people . there is

one thing is missing in this ad those who can read they only can understand this message . in

India most of the people are illiterate . other than that this most innovative and right opportunity

to convey that to huge massive media .

Lifebuoy has tied up with 1000 local dhabas at kumbh mela which has huge foot falls

and also sanitation facilities They designed a special stamp bearing message lifebuoy se haath dhoya kya for

dhaba walas they stamped this on every Roti they make .

They also placed lifebuoy soap and liquid hand wash at the wash basin .

To complete this campaign they posted a huge no of posters and hoardings aroung the

city.

This campaign caters to those who were came to kumbh mela .

Vodafone earmuffs ad in kumbhmela :

With reference to the lifebuoy ad campaign they found an opportunity to innovative than

the other brands . the maha kumbh mela held in January month so the winter season . so

here they got an idea giving earmuffs with vodafone branded logo with devotional

songs. During the winter Vodafone India ran a campaign to spread awareness about its

range of Value Added Services, at the Maha Kumbh Mela - the largest religious festival

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in the world, visited by over 100 million people. So most of the devotees would like to

hear devotional songs so,In keeping with the mood of the festival, it was decided to

promote Devotional Music from Value Added Services. OgilvyAction India embedded a

devotional music player into a vital winter accessory:armuffs. These Musical Earmuffs

were branded with the Vodafone logo and a message that instructed people to 'Dial 123

to listen to devotional songs'. Thousands of Vodafone Musical Earmuffs were distributed

to people from diverse socio-economic backgrounds. some of the most inaccessible

sections of Indian society, at a fraction of the cost.

Colgate turned the maha kumbhmela into maha tech mela :

The challenging situation inspired the colgate think beyond the traditional methods .

they found that maha kumbhmela as opputunity to convey the message . they found

Mobile as the medium to convey the message because this device that they always carry

with them. And one more thing is most of the devotees are from rural areas so to attractthe all classes of devotees they come up with voice based communication using the

indian legendary figure AMIN SAYANI . and one more challenge was to target the

millions of devotees from the all over the country . so they tied up with the leading

Indian telecom partner AIRTEL and chase for location based targeting The voice call

was made the moment a visitor entered within 3-5 km radius of Maha Kumbh Mela. This

way, any local Airtel subscriber or those roaming on Airtel, were targeted the moment

they entered this virtual circle around Maha Kumbh Mela .To drive rural toothpaste

penetration, building a proposition of Colgate as a modern and scientific product has

been one of the core agendas for Colgate. As part of this agenda, Colgate has been

engaging with the rural audiences through various rural activation programs.

So colgate found maha kumbh mela was such opportunity with over 100 million people

around the world .