SAVLON HEALTHY HANDS CHALK STICKS

Silver Spike

Case Film

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TitleSAVLON HEALTHY HANDS CHALK STICKS
ClientSAVLON, ITC
Product / ServiceSAVLON HEALTHY HANDS CHALK STICKS
CategoryC01. Corporate Image & Communication
EntrantOGILVY & MATHER MUMBAI, INDIA
Idea Creation OGILVY & MATHER MUMBAI, INDIA
PR PR PUNDIT Mumbai, INDIA
Production GOOD MORNING Mumbai, INDIA

The Campaign

Primary grade students in rural schools still use black-slate and chalk sticks to write with. After frequently writing and wiping the slate with their bare hands, it is common for the chalk powder to get smeared all over their hands. So Savlon introduced Savlon Healthy Hands Chalk Sticks - special chalk sticks infused with soap granules. These could be used to write just like regular chalk sticks, but the chalk powder accumulated on kids' hands acted as cleansing soap when their hands came in contact with water. This simple innovation automatically turned washing hands with soap into an everyday habit without requiring any extra effort from children.

Creative Execution

Under ‘Healthy India Mission’, in the first phase, rural schools on the outskirts of 20 cities across India were chosen on the basis of health reports of students. These special chalk sticks were then distributed directly to these schools, enabling more than 150,000 students to change their habits within 3 weeks of use. Owing to a great response and demand from schools and NGOs across the country, distribution models were set in place for NGOs whose requirements exceeded over 50,000 boxes. Once implemented in 100 schools, On Children's Day, this innovation was released as an online video resulting in widespread social media coverage. This led to a huge demand from general public for these special chalk sticks. For the second phase, a distribution model has been planned in collaboration with some of the largest NGOs in the country.

• The world’s largest provider of mid-day meals in schools – ‘Akshaya Patra’ has approached us to distribute these chalk sticks and reach more than a million kids every day. • These chalk sticks have helped induce the habit of hand-washing with soap in more than 150,000 children so far, spanning 100 schools in India. • 79 newspapers publicized this innovation. • India’s No.1 Hindi news channel featured the story at prime-time. • This simple idea sparked conversation about hand-washing with a reach of 5.1 million on Twitter and 4.3 million on Facebook in just the first 4 days. • It reached 5,105,340 parents via parental blogs and micro-communities online. • This generated a large demand from schools and NGOs. • This simple innovation has helped in Savlon’s re-launch in the country as a major player in the health & hygiene category.

The innovation was featured in over 79 local newspapers and on India’s No.1 Hindi news channel at prime-time. It sparked conversation about hand-washing with a reach of 5.1 million on Twitter and 4.3 million on Facebook in just the first 4 days. It also reached 5,105,340 parents through micro-communities and blogs. All this gave us our biggest prize - ‘Akshaya Patra’, the world’s largest provider of mid-day meals in schools, enabling us to reach a million children every day. This single promotion helped establish Savlon as a major player in the health & hygiene.

Being a health & hygiene brand in India, Savlon’s primary task was to address one of the most critical issues prevalent in rural India – poor hand hygiene. Kids were at risk the most, so we decided to reach them, making them aware about good hand hygiene. We were aiming for a behavioral change, so our solution had to be uncomplicated, cost-effective and at the same time certified safe for children to adopt.

Credits

Name Company Position
Piyush Pandey Ogilvy & Mather, Mumbai, India Executive Chairman
Rajiv Rao Ogilvy & Mather, Mumbai, India National Creative Director
Kainaz Karmakar Ogilvy & Mather, Mumbai Chief Creative Officer
Harshad Rajadhyaksha Ogilvy & Mather, Mumbai Chief Creative Officer
Ramakrishnan Hariharan Ogilvy & Mather Creative Director
Nishant Jethi Ogilvy & Mather Creative Director
Mahesh Ambaliya Ogilvy & Mather Copywriter
Vinay Pawaskar Ogilvy & Mather Associate Creative Director
Ashok Karkala Ogilvy & Mather Associate Creative Director
Nirav Khant Ogilvy & Mather Senior Art Director
Harshada Shinde Ogilvy & Mather Senior Art Director
Ajay Menon Ogilvy & Mather Executive Vice President
Roshni Mohan Ogilvy & Mather Client Servicing Manager
Neha Agarwal Ogilvy & Mather Group Account Manager
Maitree Lonare Ogilvy & Mather Account Executive
Afshan Hussain Shaikh Good Morning Films Director
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