Savlon: Swasth India Mission

Ganapathy Balagopalan, Aditya Nagavekar, Gunit Gogia

Savlon, the personal care brand, increased sales of its hand-wash product in India by making it easier to access and use.

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,...

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