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New Savlon ad teaches Germ Fu martial art to fight germs
The brand's latest ad campaign is a World Hand Hygiene Day special and is part of ITC’s Savlon Swasth India Mission.
Antiseptic brand Savlon's latest ad campaign #DoTheGermFu is a tutorial for children to teach them the right way of washing their hands. But what's interesting about the ad film is the way it has been equated with Kung Fu moves; the 'new martial art form' is Germ Fu and is used to fend off 'germs'.
The campaign has been conceptualised by Ogilvy India and is part of ITC Savlon's Swasth India initiative. The minute-and-a-half-long ad film breaks down the process of washing hands into eight steps, each shown as an important martial arts move.
"The video has been designed in a fun, engaging Kung-Fu inspired format that is sure to find its home in the minds of young consumers. ITC Savlon Swasth India Mission hopes that this will not just help inculcate the habit of proper hand washing but also enable children to become strong community advocates for the cause," reads the ITC India website.
Here's a look at Savlon's previous ad campaigns:
In 2016, the brand introduced Savlon Healthy Hands Chalk Sticks as an initiative in a series of on-ground activities being undertaken by the Savlon Swasth India Mission. The brand introduced chalks which included soap and would act as soap once they came in contact with water.
In 2017, ITC introduced Savlon Swasth India ID Guard in schools. The school ID card tags also packed in a small sachet of handwash to be used while washing hands.
Last year, the brand introduced new packaging marked with braille to make it more accessible for the visually impaired.
Credits for #DoTheGermFu campaign:
Vice Chairman & Group CCO : Sonal Dabral
CCOs India (West) : Kainaz Karmakar & Harshad Rajadhyaksha, Sukesh Nayak
Creative Team : Kainaz Karmakar ,Harshad Rajadhyaksha, Fritz Gonsalves, Jayesh Raut, Ashok Karkala, Vinay Pawaskar, Khant Nirav, Apurva Hadap, Pooja Bhave
Account Management : Ajay Meno,Roshni Mohan ,Neha Agarwal, Hitesh Rakhecha
Client: Sanjay Srinivas, Ankur Bhatia
Production House : Good Morning Films
Director : Gaurav Gupta, ( Guided by Shashanka Chaturvedi BOB )
Producers : Siddhi Bhopale,Vikram Kalra, Robin D'Cruz