Indians wet the tips of their index fingers with their tongue before turning the pages of the books. And there are ‘used books’ vendors aplenty, peddling their books on footpaths. Making the perfect combination to illustrate our point. The worn-out look of the books and the publication dates made it obvious that the books were used. And pages flipped by many saliva-wet fingers. A great place for germs to thrive and for us – a great communication medium.A small sticker shaped like the corner of a page (a right angled triangle) carrying the message – ‘Use Himalaya’s Hand Sanitizer’ was printed and stuck on pages of used books. Driving home the product benefit just at the time when consumers were going to wet their fingers. Striking while the iron is hot, if you may. Forcing them to seriously consider the entire phenomenon seriously.

Though the exercise was officially started on December 2011, the product benefit is still being communicated till date, increasing awareness continually.