Campaign details

Advertiser: ITC
Brand: Savlon
Agency: Ogilvy Mumbai
Country: India

Objectives

Commercial Objectives:

  • Overall value and volume sales growth
  • Have new growth come to us than market leaders (Dettol and Lifebuoy)
  • Increase market share

Marketing Objectives:

  • Growth in purchase (Metris: Purchased in last six months and last one year)
  • Growth in usage

Communication Objectives:

  • Increase in brand awareness
  • Change in attitude towards handwashing
  • Change in behaviour among kids towards handwashing

Creative work

Not a one trick pony

You might remember Savlon Healthy Hands Chalk Sticks as last year's Cannes Creative Effectiveness Grand Prix winner. This case demonstrates how by pushing our boundaries further, we came up with a stronger, more powerful idea that helped us grow faster than earlier.