PR Pundit has become the first Indian PR firm to win at Cannes. The independent PR firm has picked up no less than three Lions across two categories for ITC’s ‘Savlon Healthy Hands Chalk Sticks’ campaign.
PR Pundit secured top honors with a Gold in the Healthcare & Wellbeing category and a Bronze in the Corporate Communication & Reputation category at the Cannes PR Lions 2017. The PR strategy for the campaign was executed by PR Pundit, in close consultation with the PR & Media team at ITC. The campaign, conceptualized by Ogilvy & Mather and produced by Good Morning Mumbai, was aimed at encouraging behavioural change towards washing hands among children.
Commenting on the win, Archana Jain, founder and managing director, PR Pundit told PRmoment India that, " We are thrilled. We have won domestic PR awards every year for a variety of clients, but it's a first at Cannes. This shows that as an independent firm we can take on anybody!"
Jain added that, "We are delighted with the recognition. ITC Savlon trusted us to deliver on the campaign and we are glad we could bring about a change through our initiatives. We are proud that our efforts have been able to build trust and influence grass-root organizations to adopt the use of Savlon Healthy Hands Chalk Sticks in their school programs.”
Launched by ITC's 'Savlon Swasth India Mission' ahead of 'Children's Day' in November last year, the campaign addresses hand washing by children in rural India. Soap was infused in chalk sticks, so that when children washed their hands after using the chalk stick for class work, the soap in the chalk would act as a further hygiene tool. This low - cost innovation by ITC's personal care products division, attempts to solve the problem that school children don't often use soap to wash their hands.
Apart from the win in the PR Lions category, PR Pundit also secured a Bronze Lion in the Health & Wellness Lions at Cannes.