Have you ever eaten lunch in school without washing your hands. (Yeah…) Now imagine this: Millions of kids in rural India doing exactly that, not because they didn’t care, but because handwashing with soap wasn’t a habit. Sometimes, there wasn’t even soap around. Savlon and Ogilvy looked at this messy, germy reality and thought: What if hygiene didn’t feel like hygiene at all? And that’s where the world’s smartest piece of chalk was born. The Problem: Hygiene Isn’t “Taught” Easily Public health campaigns often sound the same: Posters on walls (“Wash your hands!”). Lectures from teachers. TV ads running between cartoons. But here’s the thing, lecturing rarely changes behavior. Especially with children. Habits form through fun, play, and repetition. So, the challenge was this: How do you make handwashing an automatic part of a child’s school day without nagging? The Idea: Soap + Chalk = Magic Enter Ogilvy Mumbai with an idea so simple, it could’ve been cooked up in a school science lab...
T he Cancer Campaign That Hits You Right in the Gut — And Then Moves You to Act Imagine this. Two children. Both fighting cancer. Both need a place to stay to complete their treatment. But there’s only one bed left. You’re asked to choose: Deepa or Sunil ? Now pause. Feel that. That knot in your stomach? That uncomfortable tension? That’s exactly what Ogilvy wanted you to feel. Welcome to “ The Impossible Choice ,” a gut-wrenching campaign created for St. Jude India Childcare Centres — an NGO that provides free-of-cost accommodation and holistic care to families of children battling cancer. The Ad That Makes You the Villain (And Then the Hero) The ad opens innocently enough — two adorable kids, smiling. You're told both are undergoing treatment. Then comes the twist: only one bed is available. You have to pick who stays and who goes. There’s a QR code. Scanning it lets you donate so both can stay. You’re offered a way out. A way to not play God. It’s brilliant. ...