Earned Media ; Large Business
Client ITC Savlon
Brand Savlon
Entrant Ogilvy & Mather
Brief Savlon is a popular health & hygiene brand in India. Through its nation-wide ‘Healthy India Mission’, Savlon wanted to create awareness, particularly in rural schools, about poor hand hygiene and promote the habit of hand-washing in children. But since inculcating a new habit in kids is tough, Savlon needed a simple and engaging idea that required minimum effort from kids.
Most primary grade students in rural India still use black slate and chalk sticks to write in schools. This led to the idea of Savlon’s Healthy Hands Chalk Sticks – made with a mixture of chalk powder and soap granules. Using these chalk sticks not only helped the kids wash their hands with soap at lunch break, but it also helped induce the habit of everyday hand-washing in most children.