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Over 60%Indians wash their hands with only water and no soap,before eating and after using the toilet.Now imagine this, at world’s largest congregation-Kumbh/Magh; a large-scale infection,waiting to happen! Lifebuoy aimed to inculcate the practice of handwashing,leading to a more hygienic Kumbh.The obvious option was to put up stalls/play games around hygiene.Instead, we created a social-hacking solution on an unprecedented medium – Hands,a readily available medium,free of charge!A simple wearable ink made of Lifebuoy formula, stamped on hands of everyone visiting lavatories and food-courts.This unusual medium seamlessly turned an unsanitary habit to a lifesaving action.Results? 30%fewer infections than festival’s previous edition! Lifebuoy with its brand purpose is committed to finding ways to protect people from illnesses and improve health outcomes, one handwash at a time. The Kumbh/Magh Mela (festival) poses as the perfect opportunity for the brand to live up to its proposition. With 150 million pilgrims visiting a 45-day makeshift town with 4,200 tents, 660 mass food courts and 1.5 lakh portable toilets, fatal infections are highly likely to spread under such circumstances. In fact, there have been multiple cases of Cholera epidemics at the Kumbh in the past, a syndromic survey conducted during the 2013 Mela evidenced a peak in diarrhoeal diseases and upper respiratory tract infection symptoms just after the bathing day When Lifebuoy approached us, they aimed to inculcate the practice of handwashing with soap before eating and after using the toilet, which leads to a more hygienic Kumbh/Magh Mela this year.