KOLKATA, India, April 20, 2024 /PRNewswire/ -- 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 ingenious
and refreshing 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. Cleverly merging entertainment
with handwashing, Savlon Swasth India Mission partnered with Indian
rap artist and hip-hop star Emiway Bantai and the kids from The
Dharavi Dream Project, a community that discovers and mentors
under-resourced hip-hop talent, for the song 'Haath Dhona Cool Hai'
(Handwashing is cool). The catchy track emphasizes the importance
of washing hands with soap and encourages kids to become 'Handwash
Legends' by adopting good hand hygiene practices.
ITC's Savlon Swasth India Mission has been leading the charge in
fostering behavioural shifts towards hand hygiene through inventive
approaches and programs. Preventable illnesses cause significant
economic strains on our nation, and consistent handwashing stands
out as one of the easiest and most powerful methods to curtail
disease transmission. With Handwash Legend, they aim to instill the
habit of proper hand hygiene among kids and enthusiasts of hip-hop
by using their love for the genre.
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.
Watch the case film here
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 genre that today's youth identify with, as it allows for
self-expression. ITC Savlon Swasth India Mission's #HandwashLegends
skilfully turned the popular hip-hop move, to make it an
interesting and relatable symbol of handwashing. The success of
this campaign underscores our commitment to continue the effort of
inculcating the habit of handwashing among today's youth, to build
a healthier future for them."
Harshad Rajadhyaksha
and Kainaz Karmakar, Chief Creative Officers,
Ogilvy India commented, "Hacking culture makes for some
of the most interesting ideas. This is one of them. The iconic Hip
Hop move hacked to point out that it actually resembles
hand-washing washing is funny and endearing. Our Savlon teams are
always looking for new ways to promote the idea of using soap to
kill germs. Over a hundred diseases can be prevented by this simple
habit, which needs to be continuously reiterated. The way to
inculcate the habit is to start with the young ones. They may not
be interested in a lecture about hand hygiene but they are deeply
interested in Hip Hop. Marrying the two has led to this
campaign."
Emiway Bantai, who also penned the song, said, "I
am thrilled that Savlon Swasth India Mission identified and hacked
such a popular movement in hip-hop culture to promote handwashing,
something completely unheard of! With hip-hop being very popular
among today's youth, this hack to inspire a habit of handwashing is
truly unique and relatable. I'm proud to be part of a
campaign, to not only influence with my music but also leverage
hip-hop and its culture to drive this change in creating future
#HandwashLegends."
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.
Link: Watch the case film here
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