Silver
Health & Wellness
Use of Social Media
| Entrant: | Ogilvy India, Mumbai |
| Brand: | Savlon Swasth India Mission |
| Title: | "Handwash Legend" |
| Corporate Name of Client: | ITC Savlon |
| Client Company: | ITC Ltd, Kolkata |
| Client President: | Sameer Satpathy |
| Client Head of Brand Marketing: | Sanjay Srinivas |
| Senior Client Brand Manager: | Anisha Sethi |
| Agency: | Ogilvy India, Mumbai |
| Agency President: | Hephzibah Pathak |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Kainaz Karmakar/Harshad Rajadhyaksha/Sukesh Nayak |
| Executive Creative Director: | Fritz Gonsalves |
| Group Creative Director: | Jayesh Raut |
| Creative Director - Art: | Vaibhav Paradkar |
| Creative Directors - Copy: | Ricardos Vaz/Varun Sharma |
| Senior Copywriter: | Jatin Sangwan |
| Agency Strategic Planners: | Ganapathy Balagopalan/Nirav Parekh/Ramana Charan |
| Agency Account Team: | Roshni Mohan/Rohit Shetty/Bhavi Gala/Diksha Patni |
| Production Company: | Music Boutique |
| Producer: | Shameer Tandon |
| Name of Social Influencer: | Emiway Bantai |
Description:
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 as children don’t like being instructed to 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 that 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.
Our campaign 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, fans spotted the handwashing move on hip-hop artists across the world.
They celebrated the music video which featured children from the Dharavi Dream Project,and even performed the handwash hookstep.
The initial stages of the campaign- tagging Emiway Bantai, releasing the music video, and the hookstep challenge lasted for a month.
However, the song ‘Haath Dhona Cool Hai’ (trans. Handwashing is Cool) is still being played in over 12,500 schools in Dharavi and beyond.
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 ACROSS PLATFORMS 17 MILLION ORGANIC LIKES 3400 CONTRIBUTORS 26 HOURS’ WORTH OF ORGANIC USER-GENERATED CONTENT.