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SUB CATEGORY :
BRANDED MUSIC CONTENT
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ENTRANT COMPANY :
OGILVY, MUMBAI
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TITLE :
HANDWASH LEGEND
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BRAND :
SAVLON
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ADVERTISER :
ITC LIMITED
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AGENCY :
OGILVY, MUMBAI
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CHAIRMAN :
HEPHZIBAH PATHAK
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CHIEF EXECUTIVE OFFICER :
VR RAJESH
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GLOBAL CHIEF CREATIVE OFFICER :
LIZ TAYLOR
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CHIEF CREATIVE OFFICER APAC :
REED COLLINS
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CHIEF CREATIVE OFFICER :
KAINAZ KARMAKAR (OGILVY INDIA)/HARSHAD RAJADHYAKSHA (OGILVY INDIA)/SUKESH NAYAK (OGILVY INDIA)
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EXECUTIVE CREATIVE DIRECTOR :
FRITZ GONSALVES/JAYESH RAUT
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CREATIVE DIRECTOR :
RICARDO VAZ/VARUN SHARMA/VAIBHAV PARADKAR
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COPYWRITER :
JATIN SANGWAN
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CLIENT SERVICE DIRECTOR :
ROSHNI MOHAN
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ACCOUNT DIRECTOR :
ROHIT SHETTY
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ACCOUNT MANAGER :
BHAVI GALA/SNEH SINGH
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ACCOUNT EXECUTIVE :
DIKSHA PATNI/PRACHITA KAPOOR
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STRATEGIC PLANNING DIRECTOR :
GANAPATHY BALAGOPALAN
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STRATEGIC PLANNING MANAGER :
NIRAV PAREKH
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STRATEGIC PLANNER :
RAMANA CHARAN
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EXECUTIVE PRODUCER :
SHAMEER TANDON
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CAMPAIGN SUMMARY :
Children in slums are at high risk of diseases because they eat with their hands, but don't wash their hands with soap. Traditional teaching methods were failing. To make them adopt handwashing, we had to make it cool.
We turned to what they loved: Hip-Hop. Slums in India are the home of hip-hop, and every hip-hop artist does the hand-rub move. Savlon hacked this move and turned it into a handwashing gesture. We tagged Emiway Bantai, one of India’s most popular rappers who rose from the slums, as a Handwash Legend and thanked him for promoting handwashing. He loved it and so did the fans. They organically tagged some of the biggest hip-hop artists like Eminem, 50 Cent, and Kendrick Lamar as Handwash Legends.
To amplify the hack, Emiway released ‘Haath Dhona Cool Hai’ (Handwashing is cool) in partnership with The Dharavi Dream Project, a hip-hop school in Asia’s second-largest slum. The track organically trended at #1 on YouTube India. It spawned reaction videos from Dharavi to Dublin. Tutorials, memes, and remixes followed. And to top it off a school in Rajasthan, organically recreated the track with its students!
To further popularize the hack, we launched the Handwashing Hookstep challenge on Josh, a TikTok-like app. The campaign saw 3400 users taking up the challenge an engagement rate double the platform average.
By the end of the campaign, handwashing adherence saw a 6-point lift in kids and 80% of mothers reported improved child health and school attendance.
In short, we made handwashing cool.
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CREATIVITY/IDEA/INSIGHT :
Problem:
The habit of eating with hands puts children in slums at high risk of diseases.
Insight 1:
Kids in the slums love hip-hop. Some of the genre's biggest names rose from the slums.
Insight 2:
Hip-hop artists, big and small, do the 'handrub' move.
An action strikingly similar to handwashing.
Idea:
Hacking it to make it a handwashing move.
We tagged Emiway Bantai, one of India’s most popular rappers who rose from the slums, as a Handwash Legend and thanked him for promoting handwashing. He loved it, and so did the fans. They organically tagged their favourite artists and some of the biggest like Eminem, Kendrick Lamar, 50 Cent as Handwash Legends and thanked them for promoting handwashing.
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STRATEGY :
Why Savlon:
Savlon, a leading hand hygiene brand in India, has been trying to teach kids the importance of handwashing.
Eating with Hands:
Indians eat with their hands. Thus, eating with unwashed hands can lead people to fall sick.
Hygiene Amongst Slum Kids:
Children in slums are at the highest risk of fatal diseases that can be prevented by handwashing with soap. Savlon has been trying to get them to practice healthy hand hygiene. But, traditional methods of education fell on deaf ear. Kids don’t like being lectured and find handwashing tedious.
Slums and Hip Hop:
Slums are the home of hip-hop in India. Kids here live and breathe hip-hop. Their idols are some of the biggest names of hip-hop like Emiway Bantai. An artist who has risen to stardom from these very slums.
Why Emiway Bantai:
Emiway Bantai is one of the most influential artists in Indian Hip-Hop culture. He’s from the same streets as these kids and they all look up to him. Recognizing his impact on the kids, he passionately advocates against alcohol, smoking, and drugs.
Cultural Insight:
Hip hop artists, big and small, across the world do the ‘handrub’ move. An action strikingly like handwashing.
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EXECUTION :
Implementation
We partnered with Emiway Bantai, an artist from the same streets as these kids and someone they admire. We made the messaging more relevant by shooting the music video, which popularized the message, in a school meant for low-income households. It starred kids from the slums and the Dharavi Dream Project – an afterschool program for hip-hop in Dharavi, the second largest slum in Asia.
Timeline:
The initial stages of the campaign—tagging Emiway Bantai, releasing the music video, and launching the hookstep challenge—lasted for a month. However, the song ‘Haath Dhona Cool Hai’ (trans. Handwashing is Cool) continues to be played in 12,500 schools in Dharavi and beyond.
Placement:
The campaign was executed across three platforms: Instagram, YouTube, and Josh (a TikTok-like app).
Scale:
Posts on Instagram hacking the move
#1 Trending Music video
Graffiti
Hookstep Challenge (a dance step that kids can do to wash hands)
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RESULT :
Reach:
The campaign garnered 430 million Views and 80 Million Minutes of watch time.
Handwash Legend Anthem – “Haath Dhona Cool Hai” trended organically at #1 on YouTube India.
The anthem is now playing in 12,500 schools across India.
Engagement:
17.1 Million Organic Engagement
3400 users organically generated 26 hours’ worth of content.
The engagement rate was DOUBLE the platform average on Josh.
Quality of experience and interaction:
Fans organically tagged 80+ artists like Eminem, 50 Cent, Kendrick Lamar artists as Handwash Legends. Our anthem spawned reaction videos, remakes, tutorials, and memes from Dharavi to Dublin.
Results:
6-point lift in handwashing adherence among kids.
80% of mothers reported improved child health and school attendance.
Household penetration of Savlon Handwash surged by 23% (Nov’23-Jun’24 YoY)
Sales value grew 18%, and sales volume grew 22%, far outpacing category growth of 9% and 15%.
Savlon’s equity score rose by 2 points within nine months.
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