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Cannes Ad Fest: Simplicity of 'Savlon Healthy Hands Chalk Sticks' campaign

The O&M campaign won over the jury for innovatively promoting a simple idea

Viveat Susan Pinto  |  Mumbai 

Washing hands with soap would seem to be an easy enough habit to inculcate, but ask any parent the answer would be quite surprising. This is even truer in non-urban areas where soaps are a luxury item and where children often spend a large part of the day, away from the supervision of their parents or guardians. This was the problem that Kolkata-based ITC and its agency Ogilvy & Mather chose to focus on for their campaign for brand Savlon.  The brief was to break the cycle of apathy and accessibility that hampered cleanliness among children in villages. ITC chose to use ...

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First Published: Wed, July 05 2017. 22:10 IST
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