ITC’s Savlon brand names Sachin Tendulkar as ‘hand ambassador’
ITC’s personal care brand Savlon has named former Indian cricketer Sachin Tendulkar as its first ‘hand ambassador’ to promote its campaign ‘Savlon Swasth India Mission’.
With this campaign, Savlon aims to inspire billions to practice proper handwashing through the pan-India popularity of Tendulkar.
The campaign conceptualized by Ogilvy India features a series of films and will be promote across various platforms by the brand.
Commenting on the campaign, Sameer Satpathy, divisional chief executive, personal care business ay ITC Limited in a statement said, “Savlon Swasth India Mission has been at the forefront of enabling this behavioral change in hand hygiene. We are very happy to have Sachin on board, who himself has been a strong advocate of this practice as the ‘Hand Ambassador’.”
Commenting on the partnership, Sachin Tendulkar added, “Hand hygiene has an important role to play in building a healthier nation. It has been a cause I have been involved with for several years. When the Savlon Swasth India Mission team presented a unique and fun way of spreading awareness about this serious topic, I was excited about the idea of lending my hand, quite literally, to this initiative.”
ITC acquired Savlon from Johnson & Johnson around six years back and currently is one of the highest revenue-generating brands for the company.
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