Maa's Message - A Divine 'AR' Intervention | Lifebuoy

Maa's Message - A Divine 'AR' Intervention

Client - Lifebuoy (Unilever) | Agency - Mindshare India (WPP) | Tech Partner - AliveNow

Hand-hygiene relevance in India declined significantly after the COVID-19 outbreak, especially in West Bengal. This inspired Lifebuoy to improve handwashing habits and promote ‘their’ protection proposition in this market.

India is the land of festivals, where every celebration calls for a grand feast. These traditional cuisines are best enjoyed when eaten by hand, a custom deeply ingrained in Indian culture.

However, due to the lack of hand hygiene facilities, this practice becomes a health hazard for billions. During Durga Puja, the biggest festival in West Bengal, people congregate at pandals to not only admire the magnificent renditions of Maa Durga and seek her blessings, but also enjoy the street food on offer.

Leveraging the festival’s focus on food, Lifebuoy seized this opportunity to emphasize the importance of handwashing before meals.

AI-generated, customized QR codes were integrated into Maa Durga’s attire at the pandal, leading unsuspecting attendees clicking pictures of the idol to an Augmented Reality (AR) experience, where a virtual avatar of Maa Durga shared a handwashing message with her devotees.