Savlon Id Guard is an innovation on a regular ID card, with a small pouch that kept a replaceable Savlon handwash sachet. This ID Guard made sure that handwash was readily available every time schoolchildren washed their hands through the day. As part of Savlon’s Swasth India Mission program, these ID Guards were distributed across more than 3,000 schools across India.

Savlon had been working on building a behaviour of washing hands, among kids in Tier 2 and 3 cities. Targeting behaviour change here had already proved more beneficial than competing against market leading handwash brands in the metros and large cities. With Savlon ID guard, we were able to grow sales faster, since this innovation not just helped behaviour change, rather it assisted in seeding a habit, thanks to its unique nature of serving as a repetitive reminder.

Post launch of this idea, Savlon handwash grew by 100% in sales value in Tier 2 and 3 towns of India. This was thanks to faster growth experienced in towns and cities where we carried out the activity, as compared to other places. This unique activity helped Savlon reap even larger benefits as compared to market leaders, so much so that over the last year, Savlon grew market share by 1.6 %, while market leaders Dettol and Lifebuoy saw their shares decline by 0.5% and 3.1% respectively.