Savlon revealed the God of Cricket, Sachin Tendulkar as its world’s first ‘Hand Ambassador’ for its Swasth India Mission.
Master Blaster, who is respected throughout the world for his enormous contributions to the game of cricket, has motivated generations with his numerous firsts in the sport’s history. He now devotes his prized hands to a unique cause as a ‘Hand Ambassador’ in yet another first, hoping to encourage billions of people to properly wash their hands.
With creative experiences and projects, ITC’s Savlon Swasth India Mission has been at the leading edge of encouraging a change in behaviour towards hand hygiene. One of the clearest, most efficient ways to limit the spread of diseases is by routine handwashing. Preventable infections place a significant economic burden on our nation. The Savlon Swasth India Mission advances its mission to foster a culture of hand hygiene for a healthier country with Sachin Tendulkar as the first-ever hand ambassador.
The campaign, which was conceptualised by Ogilvy India, consists of a number of films that take an unexpected turn by making The God of Cricket’s hand the main character. Tendulkar utilises the films to highlight the significance of maintaining good hand hygiene and to remind viewers to remember to wash their hands.
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, 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.”