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    Ogilvy India wins grand prix for ITC’s Savlon initiative

    Synopsis

    Savlon’s Chalk Hands involved creating a soap for school children that doubles as chalk, pushing the brand’s hand wash focus and agenda in a fun, seamless manner.

    Agencies
    The Grand Prix comes as a vindication of sorts for Ogilvy India. While a stellar performer at award shows all over the world, the Grand Prix at Cannes Lions had previously eluded its grasp.
    CANNES: India ended its innings at the Cannes Lions with the equivalent of a match winning knock in the last over. The highly prized and sought after Grand Prix for Creative Effectiveness went to Ogilvy India for its work on ITC’s Savlon. The Grand Prix comes as a vindication of sorts for Ogilvy India. While a stellar performer at award shows all over the world, the Grand Prix at Cannes Lions had previously eluded its grasp.

    This was a particularly significant win on a day when the agency’s chief creative officer Piyush Pandey also won Asia’s first Lion of St Mark’s trophy along with his brother, noted ad filmmaker Prasoon Pandey of Corcoise Films — a lifetime accomplishment honour very few other ad men have won. Savlon’s Chalk Hands involved creating a soap for school children that doubles as chalk, pushing the brand’s hand wash focus and agenda in a fun, seamless manner.

    This initiative kickstarted the Savlon Swasth India mission and ever since November 2016, the company has reached 2.3 million children across 5200 schools. An elated Sameer Sathpathy, chief executive - personal care, ITC Limited said about the prestigious win for Savlon, “This award is testimony to ITC’s focus in creating an ecosystem which fosters creativity, talent, collaboration and innovation.”

    He thanked the Ogilvy team, who have “helped us rebuild this brand and helped us achieve both commercial and creative success.” Piyush Pandey added, “What makes me feel really proud, is the fact that a number of brands comment on society but this one participates with society. That to me is a very good message to youngsters. Don’t make social comments unnecessarily.

    Be a part of it. That’s the distinguishing feature of this campaign’s Grand Prix and I’m very proud of it.” Incidentally, Savlon’s ‘Healthy Hands Chalk Sticks’ had won 7 Lions for Ogilvy in 2017.

    Fernando Machado, jury president of Creative Effectiveness and Burger King CMO spoke of the Grand Prix winning entry: “There's a clear leap between idea and specific result. We ended up awarding a campaign that's not a campaign. It's a solution. It solves a real problem.”

    India’s final round of winners were all in Glass Lions category. Times of India’s Shindoor Khela campaign created by FCB India won yet another Gold. Cheil India won a Silver for Samsung Technical School and BBDO rounded out India’s performance with a Bronze for All Out.

    While less than last year’s haul of 40 trophies, India’s performance at the Cannes Lions and the sort of awards its won this year — including two Grand Prix — are a great testament to the talent, competitive chops and social focus of its marketing and advertising industry.
    (Catch all the Business News, Breaking News Events and Latest News Updates on The Economic Times.)

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