Geometry Encompass and Hindustan Unilever Together Addressed Sanitation Issues at Kumbh

They conceptualised and created campaigns for brands like Active Wheel, Lifebuoy and Vim

e4m by exchange4media Staff
Updated: Mar 6, 2019 12:46 PM

Geometry Encompass and Hindustan Unilever came together to address the issue of sanitation at the just concluded Kumbh Mela. 
Geometry Encompass conceptualised and created four campaigns for Hindustan Unilever’s home and personal care brands, namely Active Wheel, Lifebuoy, and Vim. 

One aspect unique to the Kumbh is Kalpavas – a 30-day period of living in austerity and following a fixed schedule to transform the inner consciousness. It was a big challenge for these Kalpvasis to wear fresh clothes every day. 

Taking stock of the situation, Active Wheel, which strongly believes in the concept of ‘Pehno Fresh and Socho Fresh,’ wanted devotees to Think Fresh, by Wearing Fresh. Thus, Geometry Encompass conceptualised a unique ‘Wheel Wash-o-Cycle’ - a drum attached to a bicycle, which rotated on pedalling the cycle, recreating the function of a washing machine. 

Devotees simply had to fill the drum with water, add their clothes, sprinkle Active Wheel detergent powder, and pedal for 10-12 minutes, to enjoy fresh, clean clothes, free of cost. Two such Wheel Wash Stations were set up at the Kalpavasi tent city, each with more than 20 installations of ‘Wheel Wash-o-Cycle’, which use no electricity, save water, and can be easily used by anyone. 

Active Wheel also ensured an adequate supply of clean water and drainage systems in place. Through this, over 30,000 devotees were able to enjoy the comfort of fresh clothes during the Kumbh Mela. 

The brand has decided to donate the Wheel Wash-o-Cycles to nearby villages, thereby continuing to make a difference in people’s lives. Active Wheel will also train the villagers to make the machine themselves, thus reducing the effort needed for manually washing clothes and empowering women to realise their ‘Fresh Soch’. 

Speaking on the successful conceptualisation and execution of these campaigns, Sukrit Singh, CEO, Geometry Encompass, said, “These campaigns are testament to a fulfilling two decade long partnership with HUL. I am proud that this partnership beyond the realm of advertising, is focusing on behavioural change instead. We, at Geometry-Encompass, strive to create pivotal consumer experiences in all the work we do. The year has just begun and we have already rolled out two of the most talked about campaigns at the Kumbh. I can’t wait for everyone to see what else we have in store.” 

Shankar Shinde, Managing Partner, Geometry Encompass, said, “Geometry Encompass collaborated with HUL to play a pivotal role in creating impactful, purpose driven campaigns during Kumbh 2019. Be it the Lifebuoy Hygiene Stamp – that washes away germs and preconceived notions about personal hygiene and handwashing, or the Wheel Wash-o-Cycle, that inculcates the philosophy of “Pehno Fresh and Socho Fresh”. 

Fresh thinking is optimising the mundane task of washing clothes, encouraging women to fulfil their dreams in the time saved. These campaigns, embedded with a strong purpose of helping consumers at large, have helped create a lasting impact for HUL at the Kumbh.” 

Arpan Jain, Executive Creative Director, Geometry Encompass, said, “Being committed to inspiring action through behaviour and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioural change. 

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