ITC Savlon has announced the launch of Savlon Swasth India Mission - #NoHandUnwashed initiative.
The launch of this mission was made on Global Handwashing Day 2020 (15 October) with a film conceptualised by Ogilvy. The film features Swapna Augustine, a foot artist from the Mouth and Foot Painters (MFPA) Association. It tells her story and the film ends with her being offered some food. Augustine washes her feet with Savlon and urges viewers to wash their hands for 20-seconds before eating.
Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India, said, “Savlon Swasth India mission has been brand Savlon’s way of doing its significant bit for our communities, by creating engaging touch points on the importance of hand hygiene. Important work under this program in the past years has included Healthy Hands Chalk Sticks, and Haath Se Baat, amongst several others. In these times of Covid-19, our message on Global Handwashing Day is that much more crucial, and needed to touch a nerve about the act and habit of hand washing."
According to a statement from Ogilvy, the next part of this campaign will promote handwashing through artworks that will be created by more artists from MFPA.
Creative agency: Ogilvy
Chief creative officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Group creative directors: Fritz Gonsalves
Senior creative director: Jayesh Raut, Ashok Karkala
Creative director: Vinay Pawaskar
Account management: Roshni Mohan, Rohit Shetty, Hitesh Rakhecha, Sneh Singh
Brand planning: Ganapathy Balagopalan, Nirav Parekh, Preeti Shetty
Production house: Good Morning Films
Director: Afshan Hussain Shaikh