👉 Do Max with Domex: How Unilever Bangladesh Can Win the Hygiene Experience Market Through Live Events & Engagement

Hygiene is no longer just about cleaning—it’s about trust, dignity, and social pride. In Bangladesh, toilets are more than functional spaces—they are a reflection of family care, community standards, and personal responsibility. Yet despite growing awareness, many consumers remain unsure which products truly deliver results, while schools, workplaces, and public facilities often lack engaging ways to reinforce proper hygiene practices.

For Unilever Bangladesh, Domex is not just a toilet cleaner. It is a vehicle to elevate toilet hygiene into a culturally relevant, aspirational, and measurable experience. By combining live demonstrations, gamified engagement, and socially impactful initiatives, Domex can capture both current household buyers and future decision-makers—students and young adults who will influence household purchasing in the years to come.

This guide outlines how Look N Feel – Event Solutions can design and execute multi-layered, toilet-focused experiential campaigns that establish Domex as the undisputed leader in hygiene experiences across Bangladesh.

The Market Reality: Opportunities and Challenges

Bangladesh’s hygiene landscape is a mix of awareness and action gaps. Consumers recognize the importance of cleanliness, but daily habits, product confusion, and mistrust leave them hesitant to fully engage. Meanwhile, the competitive landscape is fierce: Harpic dominates recognition, and even though Domex has a strong product and Bhumijo partnership, broader emotional engagement is still untapped.

Key Consumer Segments to Target:

Domex should engage present household buyers, who value visible cleanliness, reliability, and dignity in their homes, and future decision-makers, primarily students and young adults, who will influence household purchases in the coming years. By addressing both segments, activations can drive immediate sales while cultivating long-term brand loyalty and cultural relevance.

Present Consumers (Households):

• Seek visible results, reliability, and dignity in their homes.
• Decisions influenced by trust, social proof, and convenience.
• Limited engagement beyond transactional purchases.

Future Decision-Makers (Students & Young Adults):

• Will influence household purchases in 4–10 years.
• Motivated by gamification, recognition, and social proof.
• Open to education-based activations that feel fun, modern, and relevant.

Strategic Insight: Domex needs a multi-layered activation strategy—one that combines proof of efficacy, cultural resonance, gamified engagement, and aspirational positioning—to win both present and future consumers.

The Domex “Do Max” Approach:
Proof + Play + Purpose

To dominate the toilet hygiene category, Domex needs a focused, experience-driven strategy. Each pillar builds on the previous, creating a scalable ecosystem where toilet hygiene is visible, engaging, and socially valued.

Proof — Making Hygiene Visible

Cleanliness is more than a routine—it’s a visible, tangible promise of care for your home and family. But how do you see that promise? How do you make hygiene undeniable, shareable, and even fun? These are the ideas that bring hygiene to life, turning proof into a story everyone can experience.

1. #DoMaxVisibleClean Challenge

A simple, yet powerful way to show the difference. Filming the before-and-after transformation of a grimy surface cleaned with Domex is mesmerizing—foaming action, color changes, and sparkling results speak louder than words.

How it works:

1. Kickstart with Celebrities & Content Creators: Popular Bangladeshi celebrities and social media influencers film their own #DoMaxVisibleClean transformations at home or in relatable public spaces.
2. Challenge Your Followers: They tag their followers, challenging them to recreate the transformation at home, in hostels, or small workplaces.
3. User Participation: Anyone with a smartphone can film a dirty toilet, pour Domex, and reveal the sparkling clean. The dramatic contrast creates a satisfying, visually addictive moment.

Why it works:

• Credibility: Fans trust their favorite celebrities, making the proof more persuasive.
• Virality: Challenges naturally spread as participants tag friends, creating a social chain reaction.
• Shareable & Satisfying: The stark before-and-after contrast is visually irresistible, tapping into ASMR-style trends and short-form content virality.
• Engaging Storytelling: Everyone becomes a storyteller, sharing real proof of hygiene in a fun and relatable way.

2. Flash Mob – “Clean is a Vibe”

Turn cleaning into a celebration. A choreographed flash mob surprises a public space—students, volunteers, or brand ambassadors appear out of nowhere, bringing life, music, and color while turning a grimy space sparkling clean with Domex.

How it works:

1. Viral Anthem: A popular, catchy Bangladeshi song is reworked into a Domex-inspired anthem—easy-to-sing lyrics about cleanliness and hygiene, fun beats, and a memorable chorus that audiences can hum or dance to.
2. Flash Mob Activation: In high-footfall areas like markets, campuses, or public squares, the team suddenly starts dancing while cleaning. Visual elements like Domex bottles, colorful foam, or choreographed cleaning gestures make the performance dynamic and fun.
3. Audience Engagement: Spectators are invited to join in—dance along, help with “cleaning moves,” or film the transformation. A QR code or hashtag (#CleanIsAVibe) encourages instant social media sharing.
4. Celebrity Boost: A local celebrity or influencer can make a cameo to start the mob or appear at the end, boosting excitement and credibility.

Why it works:

• Surprise & Delight: Sudden public performance draws attention and creates shareable moments.
• Music & Movement: The anthem hooks audiences, making it memorable and ideal for TikTok, Reels, or Shorts.
• Interactive & Participatory: People naturally film and join, turning spectators into storytellers.
• Social Proof: The hashtag and viral dance challenges extend reach, creating chains of content across urban and semi-urban areas.
• Fun Hygiene Messaging: The choreographed cleaning + catchy song links Domex with joy, pride, and social vibes, not just chores.

3. Hygiene-Hero Public Takeover

Empower ordinary people to become everyday hygiene champions. This activation brings Domex directly to busy public spaces, turning commuters and local residents into “Hygiene Heroes” while making the impact highly visible.

How it works:

1. Student Volunteers: Recruit local students to run the activation in busy areas like bus stations, footbridges, and marketplaces. Volunteers receive “Social Awareness Certificates” for their participation—perfect for CVs or college portfolios.
2. The Activation: Small teams set up simple, portable booths offering free Domex wipes or small cleaning kits. Participants are encouraged to wipe high-touch surfaces (railings, handles, benches) and see instant results.
3. Proof & Sharing: Participants take a quick photo or video showing their cleaned surface and post it on social media using the hashtag #DomexHygieneHero.
4. Gamification: A leaderboard or map of active Hygiene Heroes encourages competition and pride. Volunteers can track impact and share results with their network.
5. Celebrity/Influencer Kickoff: Launch the takeover with a student-friendly influencer or celebrity to create initial buzz and inspire wider participation.

Why it works:

• Empowers Participants: People become active agents of hygiene, not passive viewers.
• Student-Friendly: Certificates and recognition incentivize volunteering, boosting youth engagement.
• Highly Shareable: Photos and videos of real people cleaning generate authentic user-generated content.
• Viral Potential: Gamification, hashtags, and celebrity endorsement naturally extend reach.
• Practical & Scalable: Low-cost, simple setup can be replicated in multiple locations daily, urban or semi-urban, ensuring widespread visibility.

4. Clean Chain Institutional Challenge

Turn hygiene into a friendly competition that drives real behavioral change in schools, colleges, and universities. The focus is simple: how clean is your institution, not the aesthetics or luxury of toilets.

How it works:

1. Participation & Registration: Institutions register for the challenge via a dedicated web portal. Students and staff act as hygiene ambassadors for their institute.
2. The Challenge: Over a fixed period, every washroom and common area is assessed for cleanliness. Standardized criteria ensure fair comparison (e.g., visibly clean surfaces, odor-free spaces, proper maintenance).
3. Judging & Scoring: Expert judges, potentially from the Unilever team or trained hygiene ambassadors, visit the institutions or evaluate submissions digitally via photos/videos. Scores are updated live on the portal for transparency.
4. Recognition: The top-scoring institution receives a one-day hygiene workshop led by the Unilever/Domex team, providing hands-on learning and creating aspirational content for students. Participation certificates can also be awarded to all volunteers.
5. Gamification & Social Sharing: A live leaderboard fosters friendly rivalry. Students are encouraged to share their institute’s progress on social media using #DomexCleanChain, amplifying visibility and inspiring other institutions to participate.

Why it works:

• Educational & Engaging: Encourages a habit of cleanliness among youth, reinforcing hygiene routines beyond a single event.
• Competition Drives Action: Institutions compete for recognition, making hygiene a shared goal.
• Social Proof: Public leaderboards and shared content amplify visibility and create peer-driven motivation.
• Scalable & Low-Cost: Web portal and simple scoring system make it easy to replicate across cities and districts without expensive infrastructure.
• Brand Association: Positions Domex as the facilitator of meaningful change, building credibility and loyalty among young adults.

Play — Domex Clean Games: Fun, Challenges & Social Impact

Hygiene doesn’t have to be boring—it can be fun, energetic, and even competitive. The Domex Hygiene Relay: “Run for Clean” Activation transforms the everyday task of cleaning into a vibrant, team-based challenge that brings people together, sparks conversation, and creates memorable, shareable moments.

By turning hygiene into a relay-style game, participants experience the satisfaction of teamwork, the excitement of checkpoints, and the joy of visible cleanliness—all while carrying Domex’s core message: clean is powerful, visible, and worth celebrating. This activation is designed to resonate culturally, engage large audiences, and generate a buzz that spreads far beyond the track.

Domex Hygiene Relay: “Run for Clean” Activation

Bangladesh has fallen in love with marathon culture—half marathons and city runs are buzzing with energy, community, and media attention. The Domex Hygiene Relay: “Run for Clean” Activation taps into this excitement by turning the marathon into more than just a race. Here, every step celebrates hygiene, teamwork, and the power of Domex.

Instead of speed alone, this relay rewards fun, creativity, and symbolic actions tied to hygiene. Each checkpoint is an opportunity to engage the crowd, create viral content, and show how Domex stands for visible, powerful cleanliness. With 10 unique brand-themed challenges spread across 10 kilometers, teams of 10 runners carry not just a baton—but the message of hygiene across Dhaka.

How it works: The Runner’s Journey: 10 Checkpoints, 10 Kilometers

Why it works:

• Culturally Relevant: Bangladesh’s marathon craze gives Domex a natural entry point.
• Viral Content Ready: Each checkpoint creates photo and video moments participants will share.
• Low-Cost, High-Impact: Most activities need balloons, boards, props, or water—easy to set up.
• Team Engagement: Unlike solo runs, the relay adds community, laughter, and teamwork.
• Brand Integration: Every task ties directly back to Domex’s promise: visible, powerful hygiene.
• Live Broadcast Power: The entire relay will be streamed live across Facebook, Instagram, and YouTube. Every checkpoint becomes a “mini-show,” multiplying reach beyond the runners and amplifying brand awareness nationwide.

Purpose – Building Pride & Social Impact

At Domex, hygiene is more than a product—it’s a source of dignity, pride, and social responsibility. This pillar transforms cleaning from a routine task into a shared community movement, where every act of care contributes to a healthier, more respected Bangladesh.

Through participatory initiatives like the Domex Clean Circle, families, neighborhoods, and schools become visible champions of cleanliness. By empowering communities, celebrating their efforts, and creating shareable stories, Domex builds lasting pride and collective impact—making hygiene a matter of honor, not just necessity.

This is where Domex moves beyond the home: every clean toilet becomes a statement, every engaged citizen a storyteller, and every circle a step toward a cleaner, healthier nation.

Domex Clean Circle (Community-Led Total Sanitation Style)

Big Idea: Domex Clean Circle – “Community Pride Through Hygiene”

Core Insight: Hygiene is not just personal; it’s social. In Bangladesh, visible cleanliness elevates community pride and inspires behavioral change. When households take collective responsibility, hygiene becomes a shared identity, not just a chore.

The Big Idea: Domex Clean Circle is a community-led, pride-driven hygiene movement where groups of households co-create and maintain visibly clean toilets, earning public recognition for their collective effort. By linking behavioral hygiene with social status, this initiative turns Domex from a product into a symbol of dignity, care, and community leadership.

The essence: Pride, participation, and social proof. Cleanliness becomes a visible, celebrated, and shareable achievement, not just a product usage.

Event/Activation Structure:

1. Circle Launch Event

• Objective: Kickstart each neighborhood circle with excitement and public visibility.
• Execution:
  • Host a 1-day kickoff festival in a common area (community park, school yard, mosque courtyard).
  • Invite households, local leaders, and students to join a Clean Circle Pledge Ceremony.
  • Provide Domex activation kits (stickers, mini bottles, checklists).
  • Include mini hygiene challenges and interactive games (low-tech, safe, brand-themed).
  • Local media coverage & social media livestream.
• Why it works: Creates a high-energy start, encourages social proof, and makes participants feel part of a larger movement.

2. Weekly Micro-Activation

• Objective: Keep engagement consistent and visible.
• Execution:
  • Weekly Clean Ritual: Each circle cleans their toilets and displays a Domex Blue Marker sticker.
  • Social Visibility: Households post a simple photo on WhatsApp/Facebook groups (optional).
  • Mentor Visits: NGO/community mentor visits 1–2 times per month, making it a micro-event each time.
• Why it works: Maintains momentum without requiring a big event every week; visual cues make hygiene pride tangible and shareable.

3. Monthly Activation & Recognition

• Objective: Amplify social proof and maintain excitement.
• Execution:
  • Organize “Domex Clean Circle Spotlight” events in local markets or schools.
  • Award Bronze/Silver/Gold Circle badges to the highest-performing circles.
  • Include mini on-site games for children and adults (e.g., “Domex Germ Pop” balloon activity, “Hygiene Relay Mini-Challenge”).
  • Capture photo/video content for social media.
• Why it works: Creates an anticipation loop, encourages neighboring communities to participate, and produces shareable content for virality.

4. Seasonal Flagship Event

• Objective: Create a high-impact, large-scale celebration that garners media attention.
• Execution:
  • Tie a flagship event to Eid, Pohela Boishakh, or World Toilet Day.
  • Top-performing circles from multiple neighborhoods come together for a public showcase of clean toilets and hygiene achievements.
  • Include interactive games, photo walls, and recognition ceremonies.
  • Domex-branded activation props: “Blue Gate” arch (blue-colored water effects), “Impact Boards,” and community pride banners.
• Why it works: Produces high-visibility content, drives mass participation, and links Domex to national pride and hygiene leadership.

5. Storytelling & Social Amplification

• Objective: Extend the event impact digitally for maximum reach.
• Execution:
  • Live-stream launch events, monthly activations, and flagship events on YouTube/Facebook/TikTok/Instagram.
  • Encourage participants to share before-and-after photos, adding #DomexCleanCircle.
  • Capture testimonial videos highlighting community pride and transformation.
  • Include interactive polls and gamified challenges online, e.g., vote for the “Most Inspiring Circle.”
• Why it works: Converts small events into nationwide awareness campaigns, creating earned media coverage and viral social engagement.

Execution Logic / Strengthened Plan

• Low-Tech, High-Impact: Most participation requires minimal tech — stickers, photos, local mentor supervision.
• Visible Pride: Every circle displays evidence of hygiene commitment (stickers, badges, boards).
• Gamified Micro-Events: Integrate small hygiene-themed challenges at every activation for fun, memorability, and photo opportunities.
• Scalable & Repeatable: Circles multiply, and micro-events can occur in parallel neighborhoods.
• Cultural Relevance: Events tie to pride, festivals, and intergenerational visibility — core motivators in Bangladesh.
• Content Ecosystem: Events produce ready-made content for social media, creating earned media and organic virality.

Activation Recommendations for Domex: Live Events & Engagement

1. Proof — Making Hygiene Visible

Rationale: Build trust and awareness by showing real, tangible results of Domex cleaning power.

• Launch #DoMaxVisibleClean Challenge with influencers to showcase before-and-after transformations.
• Organize Flash Mobs in high-footfall urban spaces with a hygiene-positive message.
• Host Hygiene-Hero Public Takeovers in markets, offices, and public facilities.
• Run Clean Chain Institutional Challenge in schools, offices, and hostels for peer-to-peer engagement.

2. Play — Gamified Engagement Around Toilet Hygiene

Rationale: Convert visibility into participation through fun, shareable experiences.

• Domex Hygiene Relay: “Run for Clean” Activation: Team-based relay races with hygiene-themed checkpoints.
• Mini-games and checkpoints designed for social sharing, photo/video content, and live social broadcasts.
• Focus on team spirit, humor, and memorable tactile experiences that reinforce Domex’s brand identity.

3. Purpose — Building Pride & Social Impact

Rationale: Create lasting emotional connection and social value beyond the product.

• Domex Clean Circle (Community-Led Total Sanitation Style):
  • Communities co-create visible cleanliness pledges.
  • Weekly rituals documented through photo/video storytelling.
  • Local recognition and social reinforcement for continued engagement.
• Activities timed with cultural moments (Eid, local festivals) to maximize visibility and emotional resonance.

Key Takeaways / Synergy Between Pillars

To maximize the impact of Domex’s multi-faceted campaign, it’s important to understand how each pillar—Proof, Play, and Purpose—works individually and how they complement each other. Each pillar targets a different aspect of consumer behavior: demonstrating results, encouraging participation, and building long-term social value. The following table summarizes the key takeaways from each pillar and illustrates their synergy, highlighting how they collectively reinforce Domex’s brand promise and cultural relevance in Bangladesh.

Here’s a clear table showing the key takeaways and synergy between the three pillars:

Key Takeaway: Proof → Play → Purpose

This framework ensures that every activation drives credibility, engagement, and lasting impact:

• Proof: Demonstrates Domex’s effectiveness through visible, shareable results → builds trust and provides authentic content.
• Play: Transforms proof into interactive, memorable experiences → encourages participation, social sharing, and brand recall.
• Purpose: Anchors the engagement in community pride and social impact → creates emotional connection, long-term loyalty, and cultural relevance.

Rationale: Each pillar feeds into the next: visibility creates trust → engagement amplifies reach → purpose ensures lasting emotional impact, making Domex more than just a product—a catalyst for hygiene culture in Bangladesh.

By integrating Proof → Play → Purpose, Domex can elevate its presence from a household product to a cultural force for hygiene in Bangladesh. Each activation is designed not just to show results, but to engage communities, create memorable experiences, and embed social value. From shareable demonstrations of cleaning power to gamified challenges and community-driven pride, the campaign ensures that Domex becomes synonymous with trust, participation, and impact.

Look N Feel – Event Solutions is proud to craft these activations, blending strategic creativity, cultural insight, and flawless execution. With our expertise in high-profile events, experiential marketing, and socially relevant activations, we ensure that Domex doesn’t just engage—it resonates, inspires, and drives meaningful change across Bangladesh.