With millions visiting Kumbh, safety, sanitation and hygiene becomes a major challenge. While the government tripled its budget to ensure a healthy surrounding & safety at the Kumbh this year, being a responsible brand, we felt accountable towards aiding the government in its efforts. We collaborated to think of solutions for the key challenges that the pilgrims faced.

Statistics showed that thousands got lost at this massive gathering every year, devastating many families. As a solution LG promoted Khoya Paya Kendra (lost & found centers) through LG Suraksha Dhaaga (wrist band).

Safe drinking water was another major concern. Thirdly, managing wet clothes by pilgrims, after the holy dip, was a problem which needed to be addressed. Our objective was clear - how to make the pilgrims experience memorable by enhancing their safety, health & hygiene.

Through an integrated approach, we highlighted how LG stands by its core philosophy of making people’s life good, not only through its products, but by being responsible towards the safety, health and hygiene of the people. We identified three noteworthy issues that pilgrims faced at Kumbh Mela and made provisions that were helpful for the visitors.

Considering that 150 million people were expected to attend Kumb Mela, LG in association with lost and found centers distributed wrist bands to children and elderly with Mela helpline number and guardian phone number written on the band for convenience. Additionally, LG provided the lost and found staff with 200 jackets for easy identification in the crowd. Access to pure drinking water and clean, hygienic clothes is a basic necessity at Kumbh Mela. Therefore, LG installed water purifiers, washing machines, employed dedicated staff to help the pilgrims with usage and engineers to maintain these.

With an aim to convey its story about its efforts in building a healthy nation, it was important for LG to stand out as a brand that wants to make a significant change towards health, hygiene & safety of individuals. We proposed a 360-degree campaign that started with announcements on radio and digital, highlighting LG as a brand that is building healthier and happier communities through its initiative at Kumbh Mela. While the campaign started Digital first, we took it on ground.

With the help of on ground promoters, we directed people towards LG booths. Efforts were focused towards demonstrating our proposition through actions, aligned with the Kumbh theme of 'SwachhKumbh, SurakshitKumbh'. We focused on promoting the Mela helpline no. of Khoya Paya kendra (lost and found centres) to successfully reunite families and providing them with basic amenities.

The campaign was covered by media both locally and nationally.

The narrative was built on multiple channels for the initiative. At various points, paid, owned, earned and shared media was leveraged for optimal impact.

• Initiative was rolled out through radio and digital campaigns

• Announcement was made in print, online and broadcast media through a press conference in Allahabad, followed by a pan-India press release and commentary in category stories

• LG drew attention around the issue and the initiative through posts on social media platforms

• Reached out to broadcast channels who were assigned on-ground to cover Kumbh and got them to report on the LG initiative

• LG communications team identified national journalists who were likely to visit the Kumbh and urged them to visit the LG booth

• Lastly, the team reached out to all advertising and marketing media ensuring visibility for this campaign