New Delhi. According to a survey conducted by
National Sample Survey (NSS)in India, only 35.82% of the population regularly
follows hand hygiene before meals, while 60% households wash hands only with
water. Several reports also highlight there has been a decline in consistent
handwashing habits as daily routines returned to normal post-COVID 19. There is
a strong need now to propagate amongst people the right-hand hygiene practices
and sustaining them. The theme of this year's Global Handwashing Day (Oct 15),
"Why are clean hands still important?" highlights the ongoing
importance of hand hygiene in preventing infections.
In line with this theme, Godrej Magic Handwash,
a ready-to-mix handwash from Godrej Consumer Products Ltd (GCPL), launched an
awareness campaign on Global Handwashing Day to promote proper handwashing
practices and encourage sustaining the habit.The campaign highlights an
essential truth: hand hygiene cannot beachieved in a superficial way. While
handwashing is important, the campaignfocuses on handwashing as an important
pre-emptive measure for disease control and leading a healthy lifestyle.
To amplify its message, Godrej Magic has
partnered with Godrej L’Affaire, the owned media platform from Godrej
Industries Group, to release a digital film that takes a playful yet impactful
approach to highlight the importance of thorough handwashing. What happens when
we take shortcuts in life? Incomplete efforts often lead to incomplete
outcomes, and hygiene is no exception. Imagine trying to get through your day
with only half of the things you rely on—half a lunch, half a desk, or even
half a chair. Isn't that what happens when we wash only one hand? Through
humour and clever scenarios, this film delivers a simple but essential message:
proper hygiene is ‘all or nothing.’
Godrej Magic has partnered with Teach for
India, a non-profit organization dedicated to educational equity, to promote
proper hand hygiene practices among children. As part of this initiative,
students in the Teach for India network will be trained to maintain effective
hand hygiene habits. This outreach effort will educate children in over 500
classrooms.
Commenting on the campaign, Neeraj Senguttuvan, Head of Marketing (Personal Care), Godrej Consumer Products Ltd (GCPL), said, “Global Handwashing Day is a perfect reminder that good hygiene remains as important as ever, even though life has returned to normal post-Covid. With Godrej Magic Handwash, we are not just offering a product, we are promoting a shift in mindset. It’s about ensuring cleanliness is complete, every single time. As India’s first powder-to-liquid handwash, Godrej Magic is driving innovation, making proper hygiene simple, affordable for as low as INR 10 and an integral part of our daily routine.”
Sujit Patil, Chief Communications Officer, Godrej Industries Group,added, “Godrej L’Affaire, Godrej Industries Group’s owned media platform was conceptualised to trigger meaningful conversations around nuances of lifestyle. Hygiene and well-being are important aspects of personal lifestyle. Based on an insight that the seriousness of handwashing has dwindled post return to normalcy from COVID-19, we thought it is appropriate to bring the principles of effective hand washing to the fore. Through this campaign to commemorate the Global Handwashing Day, we aim to remind people that good hand hygiene is non-negotiable and an essential part of a healthy lifestyle and can help live a full life.
kyren.matthews@mslgroup.com, maryam.mujawar@mslgroup.com, yugansh.parikh@mslgroup.com, dharmendra.bhaskar@mslgroup.com
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