Savlon Swasth has announced the appointment of cricketer Sachin Tendulkar as a ‘hand ambassador’.
The soap brand aims to inspire consumers to practice proper handwashing habits and develop a culture of hand hygiene for a healthier nation.
Conceptualised by Ogilvy, the film features Tendulkar’s hand as the protagonist – bringing the importance of hand hygiene to everyone’s notice and reminding people in his inimitable style, to remember to wash their hands.
Sameer Satpathy, divisional chief executive, personal care products business, ITC, said,
“Washing hands with soap or handwash is a critical part of everyday hygiene, which helps us maintain overall health. This needs continuous emphasis and engagement to build healthy habits for children in particular and society at large. Savlon Swasth India Mission has been at the forefront of enabling this behavioural change in hand hygiene. We are very happy to have Sachin on board, who himself has been a strong advocate of this practice as the ‘hand ambassador’ for Savlon Swasth India Mission.”
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, Ogilvy India, said, “It takes a tremendously brave client to sign a huge celebrity and never show him. But that’s the kind of partnership we have always had with Savlon and this helps us do some of our bravest work. Hand Ambassador is a quirky idea but at the same time, it makes a very powerful point. It is mad but super relevant. We want to mention our ECD Nassar Hussami who championed this idea and our director Harshik, who worked hard to get the result we wanted. None of this would have been possible if the boss, Sachin Tendulkar didn’t agree to partner with us. We were chuffed when he heard the idea and said, ‘I love it’. Here’s hoping people love this idea as much as we do.”