Savlon partners with Emiway Bantai to leverage Indian hip-hop to promote hand-washing

Getting kids to follow healthy habits is no easy task and is often met with resistance. So, to overcome this challenge and promote the habit of washing hands with soap, Savlon Swasth India Mission‘s new campaign tapped into the kids’ growing enthusiasm for hip hop. Titled ‘Handwash Legend’, the campaign turned the well-known gesture of rappers ‘rubbing their hands together’ into a handwashing move. Savlon Swasth India Mission partnered with Indian rap artist and hip-hop star Emiway Bantai and the kids from The Dharavi Dream Project for the song ‘Haath Dhona Cool Hai’ (Handwashing is cool). The track emphasizes the importance of washing hands with soap and encourages kids to become ‘Handwash Legends’ by adopting good hand hygiene practices. Conceptualized by Ogilvy India, the campaign features, a video post thanking Emiway Bantai for promoting handwashing, the ‘Haath Dhona Cool Hai’ music video and the Handwash Legend Hook Step Challenge. The campaign leverages the growing scene of Hip Hop in India and highlights to kids that handwashing is cool. Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “Inspiring today’s generation towards any habit change is only successful if it is immersed in cultural relevance. Hip-hop is a...