Over 60%Indians wash their hands only with water(and no soap) before eating and after using the toilet.(Source: INSS).

This social behaviour causes diseases like cholera,diarrhea,pneumonia,COVID-19, etc. Now imagine practicing this unhygienic habit during the world’s largest human gathering -The Kumbh, with 150million pilgrims visiting a 60-day makeshift town.

There've been multiple cases of Cholera epidemics at Kumbh in the past; a syndromic survey evidenced a peak in diarrhea and upper respiratory tract infection symptoms just after the first bathing day,Source: IJID 2016).

Changing 150million people’s unhygienic habits overnight was impossible. So, we created a social-hacking OOH solution: Hackwashing, the process of using a special wearable ink made of Lifebuoy formula which turned into antibacterial soap, when brought in contact with water, washing off all germs.

Just by stamping people’s hand outside food courts and toilets, we ensured they also use germ-killing soap when they rinse their hands with water.