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With classic "hero" narrative, Savlon looks to create more inspiring stories for the brand: Sameer Satpathy

22-August-2016
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With classic "hero" narrative, Savlon looks to create more inspiring stories for the brand: Sameer Satpathy

ITC’s hygiene brand Savlon recently roped in ace shuttler Saina Nehwal as its brand ambassador. The brand today has a heritage of more than 50 years and enjoys great equity and is   trusted by 90% doctors. With its new campaign, Savlon aims to further underline its performance credentials.

The brand brings alive the narrative of Saina Nehwal. A young girl who relentlessly pursued her dreams fighting against all odds with the unstinted support of her parents. The brand purpose is to impact society in a positive manner and create a meaningful engagement. With this classic “hero” narrative, Savlon looks to create more inspiring stories for the brand,” explained Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC.

The brief for this campaign was co-created with the Ogilvy team with an aim to harmonize the need to underline the brand’s functional performance in the context of the consumers’ life.  Through this campaign, Savlon embarks on a journey to inspire parents to let go of their anxieties, fears and encourage children to push their limits and maximise their true potential.

Speaking about Saina Nehwal as their obvious choice, Satpathy said, “Sports has the most high performance moments and who better than Saina Nehwal to exemplify that? She is a role model; an athlete who single-handedly took on the Chinese Badminton machine and proved that they could be beaten, and put India onto the badminton map for this generation.” 

While Savlon’s previous brand communication gave the message of ‘Gentler being powerful’, it was a conscious shift to move to the current stance. According to Satpathy, “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 client team, and all of us at Ogilvy were aligned on the relevance of moving to our current stance. We all genuinely believe that we have a great brand with terrific products at hand, and now it was our creative task to say what need to be said in the most relevant, engaging and memorable way,” shared Kainaz Karmakar, ECD, Ogilvy.

If we look around, it is the age of more and more kids pursuing unusual goals, be it in sports or other activities. Often, following such paths means that one can stumble and get hurt. But only after going through it all are champions made. We wanted parents and the society to feel proud about this reality, and encourage kids around them to excel at their choices, rather than discourage them (through hurtful words). Yes, the communication is bold, takes a stand, and gives out a strong message which ultimately lands on the ‘performance power’ of the brand. The way we have done it resonates with our audiences, while still keeping the brand offering central to a unique message,” said Harshad Rajadhyaksha, ECD, Ogilvy.

 

Credits:

Agency: Ogilvy & Mather

National Creative Director: Rajiv Rao

Executive Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha

Senior Creative Director: Ramakrishnan Hariharan
Creative Director Art: Nishant Jethi
Creative Team: Vinay Pawaskar, Ashok Karkala, Mahesh Ambaliya, Harshada Shinde, Vikrant Rajan

Executive Vice President: Ajay Menon
Client Services Director: Roshni mohan
Group Account Manager: Neha Agarwal
Assistant Account Executive: Maitree Lonare

Planning Head, Mumbai: Prem Narayan
Senior Vice President (Planning): Ganapathy Balagopalan
Planning Director: Abishek Ramadoss

Production House: Good Morning Films
Director: Bob (Shashanka)
Producer: Robin D'Cruz

 

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