Savlon, one of India’s popular health & hygiene brands, came up with an engaging solution that made hand-hygiene fun for school kids. We went to classrooms with a simple microphone and pointed it to the kids' hands. The germs on the kids's hands started talking to the kids.

A hidden voice artist impersonated the germs but the kids felt that the germs were really talking. The 'germs' spoke about how they spread, cause diseases and how using handwash keeps them away. Thus in a fun way, we got kids to understand the need for good hand-hygiene.

The activity was a tremendous hit on YouTube and Facebook, prompting us to turn it into a 90-second commercial that was run on various kids' channels. Kids across India heard the germs talk and they learnt the importance of using handwash because this time they really listened.

Through Savlon Swasth India Mission which visits schools across India, we launched the Savlon Haath se Baat (Talk to your germs) activity on October 15, 2017 which is celebrated as Global Handwash Day.

The school kids loved the activity wherein a hidden VO artist impersonated germs, making kids believe they were talking to the germs on their hands. A video was uploaded on YouTube and Facebook which received millions of views.

Kids couldn't get enough of Haath se Baat and because of this it was turned into a 90-second TV spot on kids' channels.

This led to even more kids talking about the 'talking germs' and washing hands with soap.

Just by describing the activity kids were spreading the message of hand hygiene.

Tier 1:

The talking germs created quite a buzz. Kids, parents, leading websites, blogs and regional newspapers - the idea caught everyone's attention. With no PR spends, the activity earned a PR Value of approximately INR 22,50,000

The activation video uploaded on social media earned total combined views of 2 million across Facebook and Youtube

Picked up by leading websites, blogs and regional newspapers across the country

The initiative has reached more than 2.3 million kids across the country

The initiative also reached 1.5 million mothers through various communities on Facebook

Tier 2:

Savlon, one of India's popular hygiene brand, faces a lot of tough competition in the market with well-established competitors. The idea brought the brand a lot of attention as its popularity increased post launch.

Germ Protection Imagery up by 700bps from 36 to 43

Most Often Used Brand up by 400bps from 2 to 6

Spontaneous Awareness for Savlon Handwash has gone up 3000bps from 21 to 51

Tier 3:

The idea had a powerfully positive impact on the brand equity. In fact post the launch, Savlon was the only brand in the handwash category to show improved scores.

Brand Equity Scores improved from 10.7 to 15.6

Also, we got the best PR we could ever want. Indian kids were talking about the 'talking germs' and the importance of washing hands with soap.

Savlon Swasth India Mission runs several school programs to help Indian kids understand hand hygiene.

Haath Se Baat (Talk To Your Germs), is a program where we made kids talk with the germs on their hands.

While In reality, a hidden voice artist impersonated the germs, the kids felt the germs were talking. The 'germs' spoke about causing diseases in the absence of hand-hygiene. Kids listened because it was fun.

It was turned into a TV Spot and earned millions of views on facebook and you tube. Kids, Leading websites, blogs and regional newspapers were abuzz with Haath se Baat.

Savlon Savlon Swasth India Mission has an aim of improving hand-hygiene standards across India, especially amongst school kids.

So the Primary TG is kids in age group of 4 – 14 years. While the secondary TG – Mothers of kids in the age group of 4-14 years, SEC A and B families from tier 2 and tier 3 towns in India.

This time, the strategy was to get kids to learn about hand hygiene in a way that is so much fun that the kids become our spokespeople.

So we got them to talk to the germs on their hands. While in reality there was a hidden voice artist impersonating the germs, the kids felt the germs were talking and they really listened.

The activity video an on tv, Facebook and YouTube - got millions of views.

We got Indian kids listening and talking about hand hygiene!

Millions of school kids in India do not have the habit of washing their hands with soap. Mostly because this habit is absent at home.

Lack of this habit causes many kids to fall ill constantly and be under attack of diarrhoea and other stomach and respiratory diseases.

Conventional teaching methods don't work when you want to change a lifelong habit with kids.

It is important to constantly come up with new and entertaining ways to teach them about the importance of hand hygiene. In a way they will not easily forget.