KyaMarketinghai!

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...

Imagine this. You're lounging at home, aimlessly scrolling through your phone, coffee gone cold, thumb twitching on autopilot. Suddenly, you see this: +46 771 793 336 No caption. No context. Just a line that says: “Call this number and talk to a random Swede.” Uhhh… what? Wait — Is This a Joke? A Scam? A Glitch in the Matrix? Nope. It was real. And it was one of the boldest, most delightfully absurd marketing campaigns ever run—not by a brand, but by a nation . In 2016, Sweden became the first country in the world to launch its own phone number. A real, working phone number. Anyone from anywhere could dial in and be connected to a random Swedish citizen — not a call center, not a government spokesperson, not a PR-trained tourism officer. Just… a Swede. Chosen by chance. Willing to talk. No script. No agenda. No filter. And the best part? You could talk about anything . The weather (probably cold). IKEA and those meatballs. The mystery of Midsummer. Why ...

  This isn’t a typical award-winning ad. No celebrities. No sales pitch. Just a library, a loophole, and a bold idea. Somewhere in the world right now, a teenager is reading banned journalism. Not from a secret USB drive. Not in a smoky underground cafe. But inside a video game.

    “Welcome to the Graduation Ceremony... ..for a class that never made it.” No stage. No diplomas. Just 3,044 empty white chairs placed in front of a podium. Each one represented a high school student who never got to graduate. Why?