ITC’s Savlon campaign wins Grand Prix at Cannes Lion

ITC Ltd’s Savlon has bagged the coveted Grand Prix at Cannes Lions 2018 for ‘Creative Effectiveness’. According to the company, this award is a first for any Indian brand. The ‘Creative Effectiveness’ Grand Prix at Cannes is one of the most prestigious awards honouring creativity that impacts consumer behaviour, brand equity and sales.

Designed and conceptualised by Ogilvy India, the campaign is a rendition of the ‘Savlon Swasth India Mission’ programme taken up by the FMCG major’s Personal Care Products division. The idea of the campaign is to encourage a behavioural change (washing hands amongst children) through educational initiatives.

“The Grand Prix win is an endorsement of ITC’s commitment towards children’s hygiene and celebrates the innovative product solution as an authentic cause collaboration that has helped garner success for brand Savlon,” the company said in a release.

So far, the ‘Savlon Healthy Hands Chalk Sticks’ campaign, an integral part of the ‘Savlon Swasth India Mission’, has won global honours at Cannes in 2017 and was also recognised as one of the world’s top 10 PR campaigns by the Global SABRE awards.

The ‘Healthy Hands Chalk Sticks’ initiative infuses cleansers like soap into chalks. Children use these chalk sticks for writing on slates and when they wash their hands before eating, the chalk dust on their hands works just like soap, helping them avert serious diseases.

The ongoing school outreach programmes under the aegis of ITC’s ‘Savlon Swasth India Mission’ has reached out to more than 2.3 million children in over 5,200 schools. The innovative ‘Savlon Healthy Hands Chalk Sticks’ as part of this outreach has engaged nearly 8 lakh children in close to 2,000 schools.

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