Campaign details
Brand: SavlonBrand owner: ITCLead agency: OgilvyCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Events & experiential, Point-of-purchase, in-store, Print - general, unspecified, TelevisionBudget: 1 - 3 million
Executive summary
Killing two birds with one stone
While well-entrenched brands dominated the hand-wash market in the metros, consumer apathy towards hand washing dominated the tier 2 and 3 towns. The opportunity was huge given that hand-wash penetration in India was only 14%.
Savlon identified a platform that not only enabled and encouraged consumers to adopt the habit of hand washing,...