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Health Campaign
Savlon Swasth India Mission
2019
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Community impact initiative
Savlon Swasth India Mission - handwash legends
HANDWASH LEGENDS
A groundbreaking social impact campaign bringing together street art, hip-hop culture, and public health education to promote handwashing hygiene in Dharavi, one of asia's largest urban settlements.
The campaign featured celebrated rapper Emiway Bantai and transformed the community through art, music, and grassroots engagement, reaching over 1 million children across Mumbai.
(PROJECT DETAILS)
Client
Reckit Benckiser - Savlon Brand
Role
Creative Director / Campaign Strategist
Deliverables
Documentary Film, Music Video, Street Art, Community Events
Impact
1M+ Children Reached, Behavioral Change Program
Context
Hand hygiene remained a critical public health challenge in densely populated urban areas like Dharavi. Traditional health campaigns often failed to resonate with young audiences or create lasting behavioral change.
Savlon needed an innovative approach that would connect with the community's culture and values while delivering essential health education in an engaging, memorable way.
Objective
Create an engaging campaign that promotes handwashing among children and families
Use street art and hip-hop culture to connect with Dharavi's youth community
Document the initiative to inspire broader social impact
Create sustainable behavioral change through community engagement
Position Savlon as a brand with genuine social purpose
Strategy
Partnered with Emiway Bantai, India's most influential independent rapper
Created "Handrub Challenge" music video to spread awareness through entertainment
Commissioned street art murals celebrating handwash heroes across Dharavi
Worked with Dharavi Dream Project to reach children directly
Organized interactive workshops teaching proper handwashing techniques
Created peer-to-peer education programs with youth ambassadors
Directed documentary film capturing the campaign's journey and community impact
Produced music video and behind-the-scenes content
Created social media content amplifying campaign reach
Impact
1m+
Children Reached
75%
Behavioral Change Rate
Reached over 1 million children across Mumbai's schools and communities
Achieved 75% improvement in handwashing behavior among participating children
Generated 20+ million views across digital platforms
Won multiple awards for social impact and creative innovation
Established replicable model for health education campaigns in urban communities
Street art installations remain as permanent community landmarks
CAMPAIGN IMAGERY - COMMUNITY ENGAGEMENT & CULTURAL INTEGRATION