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The Artist - ITC - Savlon JPG
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The Artist - Savlon
Client: ITC
Entrant: Ogilvy India

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The Artist - Savlon - ITC

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Entry Title: The Artist
Brand: Savlon
Client: ITC
Description: Savlon’s CSR initiative ‘Savlon Swasth India Mission’ was launched with the intention of promoting handwashing as a habit for protection against diseases. In 2020, during the pandemic, the whole country realized that handwashing truly is effective in keeping diseases away. Everyone from the WHO and the government to brands and celebrities were promoting handwashing. While people paid attention initially, the barrage of handwashing communication, unlike the pandemic, lost its impact. The initial shock of the pandemic started fading and people seemed to be getting lax about washing hands. They needed to be reminded to wash hands, but they were ignoring such messages. While this made our intention of promoting handwashing more challenging, under all these circumstances, Savlon wanted to promote the importance of using handwash on Global Handwashing Day.

Our biggest hurdle was that our audience had developed a blind spot towards all communications on handwashing. So, we chose someone whose message could not be ignored. We chose someone born without hands to be the spokesperson for handwash. The film's protagonist is Swapna Augustine, one of India's best foot artists. The film opens on her painting gracefully with the brush held in her foot. The voice narrates Swapna's thoughts. Swapna states that though she’s a gifted artist, in all other aspects she's just like us. Then the film captures snippets of her daily life. We see her using her foot to make tea, apply make-up, etc. When given her favourite sweet, she almost picks it with her foot but pauses and says that there's one thing that she doesn’t forget to do - use handwash. She then washes her feet with handwash. The film ends with Swapna asking a simple yet powerful question – “If it's so easy for me to use handwash, why don't you?”
Company Credits: Ogilvy India
Company Credits: Good Morning Films
Individual Credits: Kainaz Karmakar, Chief Creative Officer
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer
Individual Credits: Sukesh Nayak, Chief Creative Officer
Individual Credits: Fritz Gonsalves, Group Creative Director
Individual Credits: Jayesh Raut, Senior Creative Director
Individual Credits: Ashok Karkala, Senior Creative Director
Individual Credits: Vinay Pawaskar, Creative Director
Individual Credits: Vanessa Dcunha, Senior Copywriter
Individual Credits: Ria Jatakia, Senior Visualizer
Individual Credits: Roshni Mohan, Vice President - Account Management
Individual Credits: Ganapathy Balagopalan, Head of Strategic Planning
Individual Credits: Afshan Shaikh, Film Director