Mumbai: Savlon Swasth India Mission has unveiled the world’s first ‘Hand Ambassador’ with former cricketer Sachin Tendulkar. Tendulkar has inspired generations with the many firsts in cricketing history. Now, in yet another first, he lends his hands to a special cause – as a ‘Hand Ambassador’ to inspire billions to practice proper handwashing.

ITC’s Savlon Swasth India mission has been at the forefront, seeding behavioural change towards hand hygiene through innovative experiences and initiatives. Preventable infections create a huge economic burden on our country and regular handwashing is one of the simplest, most effective ways to stop the spread of diseases. With Tendulkar as the first ever ‘Hand Ambassador’, Savlon Swasth India mission goes even further in its journey to develop the culture of hand hygiene for a healthier nation.

Conceptualized by Ogilvy India, the campaign features a series of films that take an unexpected route by featuring Tendulkar’s hand as their chief protagonist - bringing the importance of hand hygiene to everyone’s notice and reminding people in his inimitable style, to remember to wash their hands.

ITC Ltd. divisional chief executive & personal care products business Sameer Satpathy said, “Washing hands with soap or hand wash is a critical part of everyday hygiene, which helps us maintain overall health. This needs continuous emphasis and engagement to build a healthy habit for children in particular and society at large. Savlon Swasth India Mission has been at the forefront of enabling this behavioral change in hand hygiene.  We are very happy to have Sachin on board, who himself has been a strong advocate of this practice as the “Hand Ambassador'' for Savlon Swasth India Mission”

Commenting on the partnership, Tendulkar said, “Hand hygiene has an important role to play in building a healthier nation. It has been a cause I have been involved with for several years. When the Savlon Swasth India Mission team presented a unique and fun way of spreading awareness about this serious topic, I was excited about the idea of lending my hand, quite literally, to this initiative. It has been a pleasure working on this campaign. Together as a team, all of us hope that these engaging films drive behavioural change and promote responsible hand hygiene.”