Given the importance of hygiene in day to day life; especially that of hands to avoid ingesting germs, Savlon designed this unique campaign to spread the word. Named ‘Street Style’, the campaign was dedicated to the World Hand Hygiene Day celebrated on May 5. Keeping in mind the fact that Indians love to indulge in street food sometimes even overlook the hygiene conditions, Savlon India focuses on importance of cleaning hands. With the tagline of ‘Ask for clean hands’, select food stalls on streets of Mumbai were given a bell to be attached to the stall. Whenever a customer at the stall chooses to ring the bell the cook of the stall would wash their hands to ensure hygiene. This fun way of educating people about maintaining hygiene wile preparing and serving food was indeed a fun-filled experience for the Mumbaikars.
The initiative was rolled out at some popular street food joints in Delhi, Mumbai and Kolkata. Designed by Oglivy and Mather, sachets of Savlon hand wash were also provided to encourage vendors to clean their hands before serving food.
Ramakrishnan Hariharan, Senior CD, Ogilvy Mumbai, said, “What’s immensely satisfying about this activity is the public response it has garnered. There is clearly a mass level, collective need for good hygiene in our country. It’s just that it has not been given the due importance, so one demands for it. What a beautiful way of starting a conversation about basic hand hygiene, and making people realize they can actually ask for it.”