Savlon's new campaign chalks an interesting story

The Savlon Healthy Hands Chalk Sticks, conceptualised by Ogilvy & Mather, is a first-of-its-kind innovation, engaging children, to induce behavioural change on the importance of washing hands, especially before eating

BestMediaInfo Bureau | Mumbai | November 15, 2016

Click on the Image to watch the Video.

School are the places where good habits are bred and internalised but when you are young you don't necessarily worry about diarrhoea. This Children's Day, ITC's hygiene brand Savlon has come up with an innovative initiative that intends to bring about a novel change.

Going to school for a lot of children, even today, means carrying their grey slates and chalks. Savlon's new innovation tackles this problem by simply making it the solution. The Savlon Healthy Hands Chalk Sticks are sets of unique chalk sticks infused with cleansers like soap. The chalk sticks are designed to engage children in primary schools and emphasise the importance of washing hands before eating. The genesis of the idea stemmed from the observation of everyday habits of children in schools, which use chalk and slate.

Most of them used their hands to write as well as erase their slates, rendering their hands full of chalk powder by the end of their lessons. The lessons are followed by a meal break and washing hands is sometimes limited to a quick water wash under a tap. With Savlon Healthy Hands Chalk Sticks, the chalk powder on the hand turns into a cleanser like soap and generates foam as soon as it is placed under water.

Sameer Satpathy

“Hand hygiene is a critical issue. We believe, to induce behavioural change among children, the process of communication and education has to be fun, engaging and memorable. In that context, Savlon Swasth India's 'Healthy Hands Chalk Sticks' is a simple yet interesting innovation. It is an engaging way to educate children on the importance of washing hands especially before eating. This is one of the various educational tools deployed by the Savlon Swasth India team to help initiate children into the habit of washing hands,” said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited.

Commenting on the campaign, Harshad Rajadhyaksha, ECD, Ogilvy Mumbai, said, “Before anything else, I would like to really thank the client who partnered with us to make this happen. It wasn't easy but they never made us feel it was impossible. Savlon is on a great path and we intend to take the brand from strength to strength.”

“If we can use our skills of ideation to make a difference to not just the brands but the lives of people, it's a special kind of joy. The 'Healthy Hands Chalk Sticks' initiative sets out to do just that. Even if one kid is saved from an illness because of this initiative we will all go home happy,” Kainaz Karmakar, ECD, Ogilvy Mumbai.

Calling the initiative inspiring, Ramakrishnan Hariharan, Senior Creative Director, Ogilvy Mumbai added, “This is a perfect example of a simple idea's potential. All of world's complex issues actually have simple solutions. All it takes is an effort to hunt for such ideas and implement them. Kudos to the entire team for believing in it. This is truly inspiring work.”

The unique Chalk Sticks is a first-of-its-kind initiative in a series of on ground activities being undertaken by Savlon Swasth India Mission.

The video:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/Savlon.jpg

Credits:

Client: Savlon, ITC

Agency: Ogilvy, India

Executive Creative Director: Kainaz Karmakar and Harshad Rajadhyaksha

Senior Creative Director: Ramakrishnan Hariharan

Creative Director Art: Nishant Jethi

Creative Team: Mahesh Ambaliya, Vinay Pawaskar, Ashok Karkala, Nirav Khant, Vikrant Rajan

Executive Vice President: Ajay Menon

Senior Vice President Planning: Ganapathy Balagopalan

Client Services Director: Roshni Mohan

Group Account Manager: Neha Agarwal

Assistant Account Executive: Maitree Lonare

Production House: Good Morning Films

Director: Afshan Hussain Shaikh

Producer: Doris George

Info@BestMediaInfo.com

Info@BestMediaInfo.com