Have you ever pondered about an advertisement where the protagonist is a “Hand”? Savlon India has innovatively cast a hand to promote their latest ad film, which aims to raise awareness about the Savlon Swasth India Mission. The hand in question belongs to none other than the legendary Sachin Tendulkar, widely known as the “Master Blaster”, and celebrated as one of the greatest cricketers of all time.
Savlon Swasth India Mission has made a truly unprecedented move by introducing the world’s first-ever ‘Hand Ambassador’, with none other than the legendary Sachin Tendulkar. Widely renowned for his extraordinary achievements in the world of cricket, the Master Blaster has inspired countless individuals with his many groundbreaking firsts. And now, he lends his invaluable hands to a noble cause – as a Hand Ambassador, motivating billions to adopt the crucial practice of proper handwashing.
ITC’s Savlon Swasth India Mission has been leading the charge in promoting behavioral change towards hand hygiene by introducing innovative experiences and initiatives. Preventable infections impose a massive economic burden on our nation, and consistent handwashing remains one of the most straightforward and effective ways to curtail the spread of diseases. With Sachin Tendulkar serving as the First Ever Hand Ambassador, the Savlon Swasth India Mission takes a significant step forward in its mission to foster a culture of hand hygiene and build a healthier nation.
Ogilvy India has conceptualized a brilliant campaign comprising a series of films that take an unconventional approach by placing Sachin Tendulkar’s hand at the forefront, emphasizing the significance of hand hygiene and urging people, in his inimitable style, to wash their hands regularly. The campaign ingeniously captures the attention of viewers and drives home the message in a memorable and impactful manner. The ad is presented as a series of episodes that showcase various situations in life where people neglect the importance of washing their hands, believing it to be a trivial matter, only to suffer the consequences later on. In the midst of these scenarios, Sachin’s hand appears, imparting the vital lesson of hand hygiene. The Savlon ad is a quick, engaging, and informative campaign that effectively delivers its message to the viewers.
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “Washing hands with soap or handwash 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, the iconic cricketing legend, Sachin 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.“
Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India, said, “It takes a tremendously brave client to sign a huge celebrity and never show him. But that’s the kind of partnership we have always had from Savlon and this helps us do some of our bravest work. Hand Ambassador is a quirky idea but at the same time, it makes a very powerful point. It is mad but super relevant. We want to mention our ECD Nassar Hussami who championed this idea and our director Harshik, who worked really hard to get the result we wanted. None of this would have been possible if the boss, Sachin Tendulkar didn’t agree to partner us. We were chuffed when he heard the idea and said, “I love it”. Here’s hoping people love this idea as much as we do.”
It’s fascinating to see how brands are exploring unconventional and inventive mediums of advertising to grab the audience’s attention and drive home a powerful message. The use of Sachin Tendulkar’s hand in Savlon Swasth India Mission’s campaign is a perfect example of how creativity and innovation can make a significant impact. It is exciting to see what other unique and quirky advertising campaigns the future holds.
