How Savlon Propagated Its Hand Hygiene Programme to Masses at Simhasth Kumbh

Marketing | June 8, 2016 | Feature

Savlon, one of India’s most trusted hygiene brands from ITC, recently launched a hand hygiene programme amongst masses with encouraging outcomes at the recently concluded Simhasth Kumbh Mahaparv at Ujjain. 

The hand hygiene programme by Savlon aimed at sensitizing people that most contagious infections are preventable by adopting simple lifestyle practices like frequent washing of hands with soaps or handwashes. A national spiritual congregation at this scale was a relevant platform to communicate the importance of hand hygiene and promote cleanliness and good health. Savlon undertook a slew of initiatives to help devotees not only avoid infections by adopting handwash but also help with first aid in a first of its kind initiative designed specifically for Kumbh.

Campaign Activity

Savlon took the initiative to remind parents that their child's future was literally in their own hands “ab apkey bachon ki suraksha apke haton mein”. The brand urged them to take The Savlon Handwash Pledge – a pledge to wash their hands before touching food. A simple act that could help prevent numerous ailments. Savlon created pledge units where people would wash their hands before scanning them as a symbolic act of their commitment and gave them Savlon Suraksha Kit with Savlon products.


 
In addition to the hand hygiene programme, Savlon launched an initiative of Savlon Mobile Ambulance on cycles for treating minor injuries. As Kumbh is a massive congregation, to manage crowd, movement of vehicles are restricted. Even for medical first-aid, people have to walk a distance to the nearest medical camp. Noticing this necessity for first aid closer to the ‘snan’ area, Savlon launched the mobile ambulance - The Savlon Suraksha Dal, a team of cyclists with first aid kits. They helped more than 1500 individuals, providing first aid and information about nearby dispensaries and hospitals in case of emergencies.

Result

With these two activities the brand was able to create a brand resonance amongst the millions who attended the mela. The campaign reached and engaged more than 2 lakh people at the congregation, all left talking about the benefits of using Savlon and leading a healthy, hygienic life. 

Savlon undertook a slew of initiatives to help devotees not only avoid infections by adopting handwash but also help with first aid in a first of its kind initiative designed specifically for Kumbh.

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