ITC Savlon has unveiled a 90 pc ‘Natural Origin Content’ portfolio of handwashes that promises germ protection while ensuring soft, moisturised hands, and a ‘No Nasties’ formulation.
Announcing the launch is a campaign conceptualised by Ogilvy India.
The campaign film pays homage to hands that care and nurture the most – a mother’s hands. It features tender moments between mothers and little ones, showcasing mothers caring for them with their hands. The 20-second spot quickly moves to the new formulation handwash that promises to take care of the hands that care the most – ‘Khayal Rakhne Walon Ka Khayal’.
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC, said, “We have often heard that change is the only constant and we believe that the emotions of love and care are the only constants that have not changed since time immemorial. Savlon unveils its refurbished new portfolio of handwashes as a homage to hands that care and nurture. It continues to leverage sharp consumer insights to address consumer needs and is at the forefront, driving purposeful innovation. In a refurbished look, the portfolio of Savlon handwashes highlights the design and skin friendly formulation with 90 pc natural origin content to enable protection and care for hands that nurture and care.”
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, added, “When there is a baby at home, the mother’s hands end up becoming super-hands for the baby’s care and nutrition. They are constantly in high-performance mode for every small and big task revolving around the baby. In this phase, we realised that our handwash with its high-performance credentials could play a vital role in ‘caring for the hands that care so much’. In bringing alive this vision, our team of Fritz and Jayesh, were so ably partnered by our talented director Afshan, who has captured the heart of this idea beautifully in the film.”
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