Lifebuoy Hand Sanitizer, a product from Hindustan Unilever, which was launched in the Indian market in March 2010, has launched an on-ground activity to connect with its consumers and to drive the importance of hand sanitizers as an anywhere, anytime hand hygiene solution.
The campaign, called Haath Dhoya Kya, started in the first week of March, and will continue for a few weeks.
Lifebuoy has set up automatic sanitizer dispensers across various malls, especially at different positions in the food courts. Automatic dispensers are being created, attached to standees which are specially designed for the convenience of the customers. One just needs to place the hands below the machine and the machine will dispense a sufficient quantity of hand sanitizer on the palm.
The aim of the activity is to provide service to the consumer at the right place, and at the same time, give them a real-time experience of the product.
The target audience of the activity are those people who want to maintain hygiene and be healthy - no matter where they go. A small bottle of Lifebuoy Hand Sanitizer can always be kept handy to avoid any kind of infection and germ-borne diseases.
A large number of consumers, especially children, who visit the malls regularly with their families and eat at the fast food outlets, often forget to wash their hands before they eat. Lifebuoy is providing convenient and effective hand sanitization solutions at these points.
Talking about the response received for the activity, Ruhi Prabhakar, business head, Deal2Deal Solutions, says, "We have received a very good response from the visitors of the malls. People have put positive responses in the feedback machines, especially concerned mothers, who are always worried about the health of their kids."
After Mumbai, Lifebuoy intends to extend the campaign to various malls in Delhi and Bengaluru.