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ITC's Savlon wins big at Cannes 2017
30 Jun 2017

Wins 7 Lions across categories in recognition of creative excellence and communication

ITC's leading hygiene brand Savlon's innovative Healthy Hands Chalk Sticks initiative has bagged 7 Lions at the coveted Cannes Lions 2017. Considered to be the highest global accolade that recognises creative excellence in advertising and communications, Savlon won the prestigious awards for its unique and innovative 'Healthy Hands Chalk Sticks initiative'.

It is an integral part of the Savlon Swasth India Mission, a programme designed to encourage behavioural change towards washing hands amongst children and adults through various engaging and entertaining educational initiatives in schools.  In line with its proposition of 'Healthier Kids, Stronger India', the initiative introduces interactive activities including a series of storytelling and visual engagement to help children adopt good hand hygiene practices. Savlon Swasth India Mission has already reached out to about 1 million children in over 2000 schools in India.

Conceptualised by Ogilvy & Mather, Savlon Healthy Hands Chalk Sticks is an innovative tool that engages children and educates them on the importance of hand hygiene. The Healthy Hands chalk sticks are infused with cleansers like soap.  The chalk dust forming lather on washing with water is a unique experience. The genesis of this idea stems from the observation of everyday habits and behaviour towards hand hygiene of children in schools which use chalk and slate cleaning with cleansers.

Commenting on the global accolades, Sameer Satpathy, Chief Executive, ITC's Personal Care Products Business said "In line with ITC's core philosophy of putting India First and creating value for society, Savlon Swasth India Mission seeks to reinforce ITC's ongoing efforts in sanitation and hygiene education in India. We are happy that the innovative Savlon Healthy Hands Chalk Sticks are being appreciated not only in India but globally. The awards are a recognition of our deep commitment to drive innovation and creativity across products and communication. The strength of this idea lies in its simplicity that originates from the core of the brand. We thank our partners Ogilvy for the innovative thought and creativity and PR Pundit who helped in communicating it effectively."

Piyush Pandey, Executive Chairman & Creative Director, Oglivy South Asia stated that "I salute ITC and my team led by Harshad Rajadhyaksha and Kainaz Karmakar for this wonderful activity. No brand can achieve greatness and attract respect unless there is a client and a creative team determined to make it happen. I believe this is just the beginning and Savlon's ambition is to continue with such initiatives across the nation with the goal of a hygienic and healthy India. I am proud to be a part of Team Savlon."

While the campaign has received overwhelming responses already, its winning feat in the Cannes marks the highest level of global acknowledgement for its socially conscious creative content. The categories in which it won the Cannes Lion includes Health, PR & Corporate Communication and Reputation, Outdoor, Promo & Activation, Design and Product Design.

The Cannes Lions Award, an annual flagship event at the 'Cannes Lions International Festival of Creativity', honours the best works of the year across the entire spectrum of branded communication and is recognised globally as a hallmark for creative brilliance. This year the organisers received more than 41,000 entries from the best brands across the world and the winners were selected by a jury of eminent global achievers.

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