Leading hygiene brand Savlon has unveiled Savlon Swasth India Mission, a programme designed to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives in schools. In line with Savlon Swasth India’s proposition of ‘Healthier Kids, Stronger India’, the programme introduces interactive activities including a series of storytelling and visual engagement that educate and encourage children to adopt good hand hygiene practices.
On the eve of Children’s Day, Savlon Swasth India Mission introduced an engagement with Savlon Healthy Hands Chalk Sticks – a set of unique chalk sticks infused with cleansers like soap. The chalk sticks are designed to engage children in primary schools and emphasise the importance of washing hands before eating.
Sharing his thoughts, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, stated: “Hand hygiene is a critical issue. We believe, to induce behavioural change among children, the process of communication and education has to be fun, engaging and memorable. In that context, Savlon Swasth India’s ‘Healthy Hands Chalk Sticks’ is a simple yet interesting innovation. It is an engaging way to educate children on the importance of washing hands especially before eating. This is one of the various educational tools deployed by the Savlon Swasth India team to help initiate children into the habit of washing hands.â€
Commented Harshad Rajadhyaksha, ECD Ogilvy Mumbai, on the initiative: “Before anything else, I would like to really thank the client who partnered us to make this happen. It wasn’t easy but they never made us feel it was impossible. Savlon is on a great path and we intend to take the brand from strength to strength.â€
Added Kainaz Karmakar, ECD Ogilvy Mumbai: “If we can use our skills of ideation to make a difference to not just the brands but the lives of people, it’s a special kind of joy. The ‘Healthy Hands Chalk Sticks’ initiative sets out to do just that. Even if one kid is saved from an illness because of this initiative we will all go home happy.â€
ITC Ltd’s Fiama has unveiled its new campaign that introduces its philosophy of celebrating life with positivity.
Talking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil Ko De Lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.â€
He added, “The shower gels and gel bars are designed at the Laboratoire Naturel, a pioneering creation that houses state-of-the-art consumer and sensory measurement facilities to understand the Indian skin better.â€
The campaign has been conceptualised and realised by Taproot Dentsu. Speaking on the focus of Fiama’s new TVC, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and upliftment that is integral to bath-time with the sensorial joy of showering with Fiama – the fragrance and the lather.”
ITC’s leading health and hygiene brand, Savlon has announced Saina Nehwal shuttler as its brand ambassador.
In its new campaign with Saina, Savlon seeks to inspire parents to let go of their fears and encourage children to push their limits and maximize their potential to succeed in life.
Announcing the association, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Savlon is happy to engage ace shuttler Saina Nehwal as the brand ambassador. Her journey truly exemplifies determination, dedication and hard work. Saina personifies Savlon’s core brand thought of performance power in more ways than one.â€
He added, “Parents want their children to succeed but also want to protect them from the world. As a brand we seek to inspire parents to encourage their children to challenge limits and maximise their true potential. The brand purpose is to impact society in a positive manner and create a meaningful engagement. And also to showcase the performance of Savlon, which is the best product of its kind in the market.â€
Savlon brings alive the narrative of Saina Nehwal. A young girl who relentlessly pursued her dreams fighting against all adversities with the unstinted support of her parents. Her parents’ encouragement lent her belief in her talent to journey the course to becoming World’s no. 1.
L to R : Sanjay Tripathy, Uma Talreja, GK Suresh, Anuradha Narasimhan and Chinmay Bajpai
By Dyanne Coelho
At the Internet and Mobile Association of India (IAMAI)’s marketing conclave last week, industry stalwarts delve into the topic of ‘Untangling Marketing Convolutions’. In this digital era, the role of the chief marketing officer (CMO) has expanded at a fast pace and it now requires him or her to act as the Digital Media Officer, Customer Experience Officer and Chief Content Officer all rolled into one. The CMO’s role is no longer about just creative skills, but about being able to crunch data and interpret and analyse the behavioural patterns and buying habits of consumers. Dinesh Mishra, Partner – Advisory Services and Customer Practice Leader (India), Ernst & Young, who moderated the discussion said: “The speed at which the CMO needs to react is increasing gradually. The CMO is enjoying his/her role in an organisation, as compared with other C-Suite roles. About 44 per cent of senior leadership says the CMO cannot strive without big data. By 2020, the CMO will spend more than the CIO on IT.â€
Now, let’s hear it from the CMOs.
Chinmay Bajpai, Head – Enterprise Sales and Alliances, Thoughtbuzz
It is important to understand that a marketer is more connected to the consumer. Hence, he or shee needs to be more connected to the CIO to get consumer details from IT systems. The customer experience design has always been important. Before, the customer never had a voice after he purchased the product. That has changed with the digital era. We cannot rely on just customer service teams any more. Today analytics have to move beyond the product to the consumer. That’s where the skillsets of technology partners have to be imbibed by CMOs.
Anuradha Narasimhan, EVP – Sales and Marketing, Global Consumer Products
I don’t believe the CEO is the stakeholder for the CMO. The CMO-CIO relationship is the youngest in an organisation. The partnership with the CTO is yet another new one. The consumer is no longer a passive participant in the process. The customer experience design is not a new thing for the CMO role, it has always existed. The customer experience has always been the focus. The CMO needs to be like the conductor of an orchestra, someone who leads it. Then, it won’t matter who plays in the orchestra as long as s/he is a specialist.
GK Suresh, Head of Marketing – Foods Division, ITC Limited
I don’t believe that the CMO will spend more than the CIO. As a marketer I have to know my consumer, even if that means spending the entire day with the consumer at his/her house. I would say invest in the consumer rather than on technology. A lot of communication going into the digital space is unsupervised. I don’t know if youngsters should be handling digital. It’s as good as saying that a housewife watching TV seven hours a day should make TV ads. The fundamentals of brand building don’t change. At the end of the day, engagement has to result in business. The rules of the game have changed. Just like in hockey, we’ve moved from grass to Astroturf. So now the way you play changes and the way you score a goal also changes.
Uma Talreja, CMO, Burger King India
We all have a vision for the consumer. But contact with the CIO is necessary to deliver that vision. You need to change the environment for your consumer. Public opinion on your brand is out there. Your consumer is reaching out to other consumers. If you don’t reach out in time, then you have no control of the situation. Today, data is moving faster than you; public opinion is moving faster than you.
Sanjay Tripathy, Senior Executive VP – Marketing, Product, Digital and E-Commerce, HDFC Life
We are seeing spends in the digital space increasing in our industry. But the question to ask is, is the CMO capable enough to deploy the money? Who is taking the lead in understanding what is needed for the company? People are changing today; the ways of interaction and engagement have changed. CMOs are now ahead of others in the C-Suite in terms of understanding what is happening in the market. Marketing understands the consumer, but cannot enable the systems and processes. We at HDFC Life have created a team to digitise the company. It has become an organisation within an organisation. Ours is an intangible product that lots of people buy. What customers talk about is very important. With digital, marketing has moved from one channel to multiple channels. Now marketing gets information from various channels and needs to pass it on to multiple channels as well.
Leading hygiene brand Savlon has unveiled Savlon Swasth India Mission, a programme designed to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives in schools. In line with Savlon Swasth India’s proposition of ‘Healthier Kids, Stronger India’, the programme introduces interactive activities including a series of storytelling and visual engagement that educate and encourage children to adopt good hand hygiene practices.