Savlon Swasth India has introduced a refreshing new campaign ‘Handwash Legend’ with hip hop. Savlon, an ITC brand, partnered with Indian rap artist and hip hop star Emiway Bantai and kids from the Dharavi Dream Project, a community that discovers and mentors under-resourced hip hop talent, for the song ‘Haath Dhona Cool Hai (Handwashing is cool).
This campaign is the work of Ogilvy India and produced by Shameer Tandon. Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said inspiring today’s generation towards any habit change is only successful if it is immersed in cultural relevance. “Hip-hop is a genre that today’s youth identify with as it allows for self-expression. ITC Savlon Swasth India Mission’s #1HandwashLegends skillfully turned the popular hip-hop move, to make it an interesting and relatable symbol of handwashing. The success of this campaign underscores our commitment to continue the effort of inculcating the habit of handwashing among today’s youth to build a healthier future for them.”
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers at Ogilvy India, said hacking culture makes for some of the most interesting ideas. “This is one of them. The iconic hip-hop move hacked to point out that it actually resembles hand washing is funny and endearing. Our Savlon teams are always looking for news to promote the idea of using soap to kill germs. Over a hundred diseases can be prevented by this simple habit, which needs to be continuously reiterated. The way to inculcate the habit is to start with the young ones. They may not be interested in a lecture about hand hygiene but they are deeply interested in hip hop.”
Emiway Bantai expressed thrill. “With hip hop being very popular among today’s youth, this hack to inspire a habit of handwashing is truly unique and relatable. I’m proud to be part of a campaign, to not only influence my music, but also leverage hip-hop and its culture to drive this change in creating future #HandwashLegends.
The campaign features a video post thanking Emiway Bantai for promoting handwashing, the ‘Haath Dhona Cool Hai’ music video, and the Handwash Legend Hook Step Challenge. The campaign leverages the growing scene of Hip Hop in India and highlights to kids that handwashing is cool.
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