Kyoorius Advertising Awards
Topical Advertising
Digital Media
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Digital Media)
JPG
MP4
2m:09s
The Artist
Brand: Savlon
Client: ITC
Blue Elephant
| 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 |
