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ITC Limited - Hip Hop Hacked! Savlon Swasth India Mission's #HandwashLegends made Handwashing cool for India's Youth
Conceptualized by Ogilvy India and produced by Shameer Tandon , 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.
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The success of #HandwashLegends and its resonance with youth was evident through the positive response generated by audiences – user generated content created on India's largest short video platform, Josh, marked a total duration of 26 hours with a watch time of ~1 million hours.
Savlon Swasth India Mission since its inception has been hosting one of the largest school education programs on inculcating the habit of hand hygiene in India . With more than 37000 schools across India with a reach of over 10 million children, the program has now included the #HandwashLegend anthem as part of its workshop to further encourage handwashing among children.
Photo - https://mma.prnewswire.com/media/2392690/Savlon_Handwash.jpg
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