Advertising
Integrated
Integrated Campaign
ADVERTISING - Integrated (Integrated Campaign)
JPG
MP4
2m:06s
Handwash Legend
Brand: Savlon Swasth India Mission
Client: ITC Savlon
Entrant: Ogilvy India
The First List
| 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 |
