Hip hop-inspired campaign promotes handwashing, featuring catchy music and dance

Encouraging children to adopt healthy habits like handwashing can be a challenge, but Savlon Swasth India Mission has come up with an innovative solution. Their latest campaign, titled 'Handwash Legend,' taps into the growing enthusiasm for hip hop among kids.

In collaboration with Indian rap artist Emiway Bantai and The Dharavi Dream Project, Savlon Swasth India Mission created the catchy song 'Haath Dhona Cool Hai' (Handwashing is cool). This song turns the familiar hand-rubbing gesture of rappers into a handwashing move, making the concept of hand hygiene fun and engaging for children.

The campaign, conceptualized by Ogilvy India, includes a video thanking Emiway Bantai, the music video for 'Haath Dhona Cool Hai,' and the Handwash Legend Hook Step Challenge. By leveraging the popularity of hip hop, the campaign aims to show kids that handwashing is not only important but also cool.

Sameer Satpathy from ITC Limited emphasizes the importance of cultural relevance in inspiring habit change, noting that hip hop allows for self-expression and resonates with today's youth.

Harshad Rajadhyaksha and Kainaz Karmakar of Ogilvy India highlight the campaign's creative approach of 'hacking' culture to promote handwashing, emphasizing the importance of starting with young audiences to instill healthy habits.

Emiway Bantai, who penned the song, expresses excitement about using hip hop culture to promote handwashing, calling it a unique and relatable approach. He is proud to be part of a campaign that leverages hip hop to create future #HandwashLegends.