MUMBAI: In a first for any Indian brand, ITC’s Savlon has bagged the coveted Grand Prix at Cannes Lions 2018 for Creative Effectiveness. Designed and conceptualised by Ogilvy India, the innovative campaign is a rendition of the ‘Savlon Swasth India Mission’ programme unveiled by ITC’s Personal Care Products division to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives.
ITC Personal Care Products business chief executive Sameer Satpathy says, “We at ITC are indeed delighted to have won the Grand Prix for Savlon for creative effectiveness at the Cannes Lions. This award is testimony to ITC's focus in creating an ecosystem which fosters creativity, talent, collaboration and innovation. I would like to thank the team at Ogilvy, who are our partners in rebuilding this brand and have helped us achieve both commercial and creative success. And also a big thank you to the internal teams at ITC on brand, activation and R&D.”
The Creative Effectiveness Grand Prix at Cannes is one of the most prestigious awards honouring creativity that impacts consumer behaviour, brand equity and sales. ‘Creative Effectiveness’ judges previous year’s award winning works at Cannes Lions to evaluate its impact in the market place. The Grand Prix win, is an endorsement of ITC’s commitment towards children’s hygiene and celebrates the innovative product solution as an authentic cause collaboration that has helped garner success for brand Savlon.
The ‘Savlon Healthy Hands Chalk Sticks’ won global honours at Cannes in 2017 and was also recognised as one of the world’s top 10 PR campaigns by the Global SABRE awards. The unique chalk sticks have been invited to be displayed at the Museum of Applied Arts and Sciences (MAAS) in Sydney, Australia to inspire youth on innovation that enables social good.
Conceptualised by Ogilvy & Mather, the initiative provides a unique solution to promote hygiene among children by infusing cleansers like soap into chalks. Children in different primary schools use these chalk sticks for writing on slates and when they wash hands before eating, the chalk dust on their hands work just like soap, helping them avert serious diseases. The ongoing school outreach programmes under the aegis of ITC’s ‘Savlon Swasth India Mission’ has reached out to more than 2.3 million children in over 5200 schools. The innovative ‘Savlon Healthy Hands Chalk Sticks’ as part of this outreach, have engaged nearly 8 lakh children in close to 2000 schools.
