Sri Lanka: A refreshing pilgrimage

A calendar of travel

Sri Lanka's religious calendar includes annual pilgrimages to various holy sites around the country. In April, for example, thousands of pilgrims converge to climb the 2 224 metre Adam's Peak as part of the Muslim Sri Pada pilgrimage. Meanwhile, devotees of all the country's major religions travel throughout the year to Katharagama in the south to visit the region's ancient pilgrim centre. 

Typically religion and business operate in two different worlds. But our brands are part of people's everyday lives, so Unilever Sri Lanka was keen to find a way to show support for the custom of pilgrimages.

Freshening up

Since 2003 we have been installing refreshing showers for use by travelling pilgrims. The washing facilities are built along the routes of the Sri Pada, Kataragama and Talawila pilgrimages. All the showers are branded with the Lifebuoy logo, thereby cementing the link between the country’s best-selling soap and cleanliness.

"The Lifebuoy mobile shower operation gives thousands of pilgrims the luxury of refreshing themselves with a good clean shower during their pilgrimage. This is ongoing during the pilgrim seasons and is greatly appreciated", says Charmila Hettiarachchi, Corporate Relations Manager for Unilever Sri Lanka. "The project has also been a successful way of encouraging those who don't use Lifebuoy soap to test it out. A first time trial shows that the Lifebuoy showers have built up a loyal following, so helping to extend our brand to a new group of consumers."

The showers have had a positive impact on the local environment too. In the past, pilgrims used to bathe and wash their clothes in nearby rivers before approaching the holy site. With thousands of pilgrims congregating in the same places, the rivers soon became congested and polluted, so the showers offer a timely alternative.