Title | SAVLON - THE ARTIST |
Brand | ITC - SAVLON |
Product / Service | SAVLON SWASTH INDIA MISSION |
Category | A03. Casting |
Entrant | OGILVY INDIA Mumbai, INDIA |
Idea Creation | OGILVY INDIA Mumbai, INDIA |
Production | GOOD MORNING Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Kainaz Karmakar | Ogilvy | Chief Creative Officer - India |
Harshad Rajadhyaksha | Ogilvy | Chief Creative Officer - India |
Sukesh Nayak | Ogilvy | Chief Creative Officer - India |
Fritz Gonsalves | Ogilvy | Group Creative Director |
Jayesh Raut | Ogilvy | Senior Creative Director |
Ashok Karkala | Ogilvy | Senior Creative Director |
Vinay Pawaskar | Ogilvy | Creative Director |
Ria Jatakia | Ogilvy | Senior Visualiser |
Vanessa Dcunha | Ogilvy | Senior Copywriter |
Roshni Mohan | Ogilvy | Vice President - Account Management |
Rohit Shetty | Ogilvy | Management Supervisor - Account Management |
Hitesh Rakhecha | Ogilvy | Account Supervisor - Account Management |
Sneh Singh | Ogilvy | Assistant Account Executive - Account Management |
Ganapathy Balagopalan | Ogilvy | Head of Strategic Planning |
Nirav Parekh | Ogilvy | Vice President - Planning |
Preeti Shetty | Ogilvy | Senior Planning Director |
Afshan Shaikh | Good Morning Films | Film Director |
Robin Dcruz | Good Morning Films | Producer |
Siddhi Bhopale | Good Morning Films | Producer |
The film's protagonist is Swapna Augustine, a woman without hands who is one of India's best foot artists. The film opens on Swapna painting gracefully with the brush held in her foot. The voice narrates Swapna's thoughts. Swapna states that though she is a gifted artist, in all other aspects she's just like us. Then the film captures snippets of her daily life. We see her using her foot to make tea, apply make-up, for gardening, etc. When she's offered her favourite sweet, she reaches out to pick it with her foot but pauses and says that there's one thing that she does not forget to do - use handwash. She then washes her feet with handwash. The film ends with Swapna asking a simple yet powerful question – “If it's so easy for me to use handwash, why don't you?”
To contain the spread of the pandemic, an abrupt and complete lockdown was enforced throughout India in March 2020. Though people took things very seriously initially, by October many had stopped taking necessary precautions like using handwash. They had been bombarded with instructions /advice to wash hands by everyone from the WHO to local brands. This created a blind spot to all communication about using handwash.
During the pandemic, India was saturated with messages about handwashing from film stars, sports icons, celebrities, politicians, doctors, etc. This was having an adverse effect on people. Nobody wanted to hear about it any more. So when Savlon wanted to talk about the need for using handwash, we chose someone whose message could not be ignored. We chose someone born without hands to be the spokesperson for handwash. We found Swapna Augustine, a foot artist living in a small corner of India. Her ability to use her feet as her hands is incredible. A fiercely independent person, she could do everything a person with hands could do. In our conversations with her she mentioned not having hands is normal and she was just like anyone else. This made us believe that there could not be anyone better than her to give such an important message.