Creative Effectiveness Lions Grand Prix to Ogilvy Mumbai for Savlon ‘Healthy Hands Chalk Sticks’

Cannes Lions Festival of Creativity has kicked off the final round of winners tonight.

The Creative Effectiveness Lions category has seen a major achievement for Asia with Ogilvy Mumbai picking up the Grand Prix.

Ogilvy’s Savlon “Healthy Hands Chalk Sticks” scored the honour. Millions of children across rural India still don’t have the habit of using soap while washing hands. They believe water is enough. Countless children succumb to diseases such as diarrhea owing to this neglect. Savlon, one of India’s popular health & hygiene brands, gave a simple solution that worked like a charm. Primary grade students in rural schools still use black-slate and chalk sticks to write with.

So Savlon introduced special chalk sticks infused with soap. These could be used to write just like regular chalk sticks, but the chalk powder collected on kids’ hands while writing turned into cleansing soap when their hands came in contact with water.

The simple innovation automatically turned washing hands with soap into a daily habit without requiring any extra effort from children.

China’s two shortlists for Tencent Shenzhen for the “QQ Alert – Reunion After Years” converted to pick up 2 Bronze Lions in this category.

In the Creative Effectiveness Lions, 169 entries were received and 18 Lions awarded: 2 Gold, 6 Silver and 9 Bronze. ‘Savlon Healthy Hands Chalk Sticks’ was described by the jury as an authentic cause collaboration that drove results.

View the Creative Effectiveness Lions winners – Creative Effectiveness Lions Winners.xls