Lowe Lintas conceptualizes the Germ Nashini campaign for Lifebuoy
India, a land of millions of gods and festivals with each occasion seeing a vast number of people in a perfect melting pot of devotion, celebration and food. From the warm khichudi as bhog in pandals to the street stalls set up to serve delectable dishes, food is an important and indispensable part of the festive fervour. More often than not, food is eaten with unwashed hands due to lack of handwashing facilities like soap and water. A simple act of cleaning hands before eating food can help protect people from these disease-causing germs.
Lifebuoy – world’s No 1 selling germ protection soap - noticed this need and decided to address it in form of a “blessing gesture” weaved into an innovative design – the Lifebuoy Germ Nashini conceptualized by Lowe Lintas. The device dispenses Lifebuoy Hand Sanitizer quickly and conveniently for devotees, killing 99.99% of the germs on hands without water. It is easy-to-use and has been prominently placed in pandals so that the devotees can proceed to eat with clean hands. This activity to build importance of hand hygiene among devotees has been supported by brand ambassador and Bollywood icon Kajol as well. Lifebuoy #GermNashini has been installed in three cities and being used to amplify awareness of hand hygiene through multiple social media platforms.