BRIEF: When ITC acquired Savlon from Johnson & Johnson, they wanted to change the image of Savlon from a ‘medical’ to ‘everyday use’ product, without diminishing its efficiency value. They approached us to rebrand Savlon & design the packaging for the newly-extended product range which included a variety of soaps & hand washes.

STRATEGY: Unlike other antiseptics, Savlon doesn’t have a strong smell & doesn’t sting. This is a benefit, but also posed a challenge, because people thought it wasn’t working. So we focused on Savlon’s “Double Strength” through the 2-cross mnemonic, while giving the packaging a less ‘medical’ feel overall.

BRAND EXTENSION: The product range was extended to include a kids range of hand-wash sachets that they could carry to school & a home-use bottle in collaboration with “Chota Bheem”, a popular Indian cartoon, where Chota Bheem is the hero by fighting germs.

The kids' range was later extended to include the "Pichkiao" squeezable pack that uses 22% less plastic than regular pump packs.