Hindustan Unilevel, India's largest consumer products firm, along with Ogilvy, has partnered with more than 100 dhabas and hotels at the Kumbh mela site to serve rotis that are stamped with "Lifebuoy se haath dhoye kya?" Economic Times reports that the company has made special heat stamps to make an impression of its message on rotis and hired 100 promoters to stand in 100 kitchens across the mela. The campaign started on February 1 and will run for 30 days. The company hopes to put the hand wash reminder on 2.5 million rotis.
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