Savlon Swasth India Mission has announced cricketer Sachin Tendulkar as ‘Hand Ambassador’ to inspire billions to practice proper handwashing.
Conceptualised by Ogilvy India, the campaign features a series of films that take an unexpected route by featuring the cricketer’s Hand as their chief protagonist, bringing the importance of hand hygiene to everyone’s notice and reminding people 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.”
