EXPERIENCE & ENGAGEMENT - Experience & Activation (Online Experiences)

Handwash Legend - ITC Savlon - Savlon Swasth India Mission JPG
Handwash Legend - ITC Savlon - Savlon Swasth India Mission MP4 2m:06s

Handwash Legend
Brand: Savlon Swasth India Mission
Client: ITC Savlon
Entrant: Ogilvy India

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Handwash Legend - Savlon Swasth India Mission - ITC Savlon

Baby Blue Elephant

Entry Title: Handwash Legend
Brand: Savlon Swasth India Mission
Client: ITC Savlon
Entrant Company: Ogilvy India
Description: Children from the slums are at the highest risk of diseases like gastroenteritis and diarrhea. Teaching these kids to wash their hands is the easiest way to prevent these illnesses.

However, traditional methods of education have fallen on deaf ears.
Children don’t like being instructed and find handwashing tedious.

To get them to listen, we needed to hack into culture and make it more relatable. Enter Hip-hop.

The slums are the home of Hip-Hop in India. The kids here live and breathe hip-hop. Even their idols have risen from these streets.

We noticed hip-hop is full of the ‘hand rub’– a move that looks exactly like handwashing. So, we hacked it and turned it into a handwashing move.
The idea began with a shout-out to Emiway Bantai—a hip-hop icon who rose from the slums—we called him a #HandwashLegend for doing the ‘Handwashing Move’ in his videos.

Through the campaign, thousands of fans spotted, celebrated, and even performed the handwashing move.
The campaign proved that if you tell kids to wash their hands, they won’t listen. But entertain them, and they will listen

430 MILLION VIEWS
17 MILLION ORGANIC LIKES
3300 CONTRIBUTORS
26 HOURS’ WORTH OF ORGANIC CONTENT GENERATED.
Company Credits: Agency - Ogilvy India
Company Credits: Production House - Music Boutique
Individual Credits: Hephzibah Pathak – Executive Chairperson- Ogilvy India
Individual Credits: Kainaz Karmakar - Chief Creative Officer - Ogilvy India
Individual Credits: Harshad Rajadhyaksha - Chief Creative Officer - Ogilvy India
Individual Credits: Sukesh Nayak - Chief Creative Officer - Ogilvy India
Individual Credits: Fritz Gonsalves – Executive Creative Director
Individual Credits: Jayesh Raut - Group Creative Director
Individual Credits: Ricardo Vaz - Creative Director (Copy)
Individual Credits: Vaibhav Paradkar - Creative Director (Art)
Individual Credits: Varun Sharma - Creative Director (Copy)
Individual Credits: Jatin Sangwan - Creative Supervisor
Individual Credits: Roshni Mohan - ‪Executive Vice President & Office Leader – Kolkata
Individual Credits: Rohit Shetty - Vice President ‬
Individual Credits: Bhavi Gala – Group Account Manager
Individual Credits: Ganapathy Balagopalan – Deputy Chief Strategy Officer
Individual Credits: Nirav Parekh – Executive Vice President
Individual Credits: Ramana Charan – Senior Planning Director
Individual Credits: Sameer Satpathy – Chief Executive - Personal Care at ITC
Individual Credits: Sanjay Srinivasan – Vice President – Health & Hygiene at ITC
Individual Credits: Anisha Sethi – Senior Brand Manager at ITC
Individual Credits: Shameer Tandon - Producer
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