ITC Savlon relaunches handwash portfolio with new campaign 'Khayal rakhne vaale hath'

ITC Savlon has relaunched its handwashing portfolio. With new packaging, the Savlon handwash gel will now be available in three variants - Deep Clean, Moisture Shield Handwash and Herbal Sensitive Handwash.

Post the pandemic, the changing needs of an evolving Indian consumer were observed through in-depth consumer interactions backed by digital trends identified by the in-house Consumer Insights Sixth Sense team. 

Stating the reason for the relaunch of the handwash portfolio, ITC said, “While germ protection remained core, the new-age Indian consumer now sought benefits beyond protection and had actively started seeking out solutions that were skin-friendly, had natural content and cared for their hands.” 

To promote the launch of the new packs, the brand has launched a campaign conceptualised by Ogilvy India.

The film is a lyrical narrative that pays homage to hands that care and nurture, especially a mother’s hands, weaving in the importance of care and protection. It is an emotional and sensorial experience through visuals that resonate with every individual.

Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC, said, “We have often heard that change is the only constant and we believe that the emotions of love and care are the only constants that have not changed since time immemorial. Savlon unveils its refurbished new portfolio of Handwashes as a homage to hands that care and nurture.  It continues to leverage sharp consumer insights to address consumer needs and is at the forefront, of driving purposeful innovation. In a refurbished look, the portfolio of Savlon handwashes highlights the design and skin-friendly formulation with 90% natural origin content to enable protection and care for hands that nurture and care.”

Kainaz Karmakar and Harshad Rajadhyaksha Chief Creative Officers, Ogilvy India, added, “When there is a baby at home, the mother’s hands end up becoming super-hands for the baby’s care and nutrition. They are constantly in high-performance mode for every small and big task revolving around the baby. In this phase, we realized that our handwash with its high-performance credentials could play a vital role in ‘caring for the hands that care so much.’ In bringing alive this vision, our team of Fritz and Jayesh were so ably partnered by our talented director Afshan, who has captured the heart of this idea beautifully in the film.”

The film:

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