Savlon: Swasth India Mission

Source: WARC Effective 100, 2020

Downloaded from WARC

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

As other brands focussed on explaining why washing hands was an important part of one's
hygiene routine, Savlon realised that this 'preaching' was doing little to change behaviour.
Savlon realised that every time people took matters into their own hands history was made, so it
made people recognise their own strength to fight the worst enemies: disease-causing germs that
spread from hand to hand.
The brand developed smaller-sized, lower-priced packs, chalk sticks infused with soap for
children and hand wash sachets, in addition to encouraging people to 'ask for clean hands' at
street food stalls.
Usage rates for Savlon’s hand wash increased, translating into a 7% increase in sales.

Campaign video: Savlon – Swasth India Mission

Read the full campaign case study

Credits
Agency: Ogilvy Mumbai
© Copyright Ascential Events (Europe) Limited 2020
Ascential Events (Europe) Limited
Americas: 229 West 43rd Street, 7th Floor, New York, NY 10036, United States - Tel: +1 212 201 2800
APAC: 5 Shenton Way, UIC Building #10-01, Singapore 068808 - Tel: +65 3157 6200
EMEA: 33 Kingsway, London, WC2B 6UF, United Kingdom - Tel: +44 (0)20 7467 8100

www.warc.com

All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing
company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically
either within the purchaser's organisation or externally without express written permission from Warc.