If you have ever visited India, you may had to eat your food with your hands. For a lot of Indians this is the only way to eat, and is part of their culture. Unilever got in contact with Ogilvy, Mumbai to promote it’s Lifebuoy soap during the Worlds larges religious festival Kumbh Mela. Over a 100 million Hindu pilgrims attend the Kumbh Mela, providing a huge opportunity for Unilever. The idea Ogilvy came up with was to remind people about the importance about hygiene before tucking into their food by branding the message Lifebuoy se haath dhoye kya? “Have you washed your hands with Lifebouy today?” into a roti. (via Creative Roots) Follow this link to see more photos and to watch a short video explaining how this edible branding can help save lives.