Savlon Swasth India Mission has embarked on a unique and creative journey to promote hand hygiene among India’s youth by collaborating with the talented children of The Dharavi Dream Project and the renowned rap artist Emiway Bantai. Together, they present “Haath Dhona Cool Hai,” an anthem that fuses the world of hip hop culture with the essential practice of handwashing, making it cool and relevant to today’s generation.
Empowering Young Change Ambassadors:
Savlon Swasth India Mission’s first collaboration with The Dharavi Dream Project aims to empower the children as community change ambassadors, emphasizing that handwashing is a universal practice to prevent the spread of diseases. The Dharavi Dream Project After School of Hip-Hop, based in Mumbai, supports underprivileged children through educational programs, mentorships, and community engagement, making Dharavi a hub for culturally vibrant hip hop talent.
Cultural Nuance Turned Cool:
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In line with Savlon Swasth India’s mission to engage and appeal to the youth, the campaign transforms the signature hip hop hand rub gesture into a symbol promoting hand hygiene. “Haath Dhona Cool Hai” turns this cultural nuance into an engaging and cool promotion, encouraging young individuals to adopt the ritual of hand hygiene with enthusiasm and redefine it as a hip and cool activity.
Emiway Bantai’s Contribution:
Emiway Bantai, known as the King of the Streets, has written and composed the Handwash Anthem for Savlon Swasth India Mission. His unique style and catchy lyrics have garnered him widespread recognition, making him a popular figure in India’s rap scene. Emiway’s raw and authentic style resonates with a dedicated fanbase in the country.
Quotes from the Key Players:
- Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited: He emphasized the pivotal role of handwashing in maintaining overall health. The mission taps into the cultural truth of today’s youth, transforming the hand rub style by rap stars worldwide into a relatable symbol of hand hygiene, making it a cool ritual.
- Emiway Bantai: The iconic rap star expressed his excitement about the collaboration and praised the innovative idea of making handwashing a cool ritual. He emphasized the importance of addressing the crucial conversation on health through this initiative.
- The Dharavi Dream Project Team: They emphasized the importance of hand hygiene across all age groups and societal strata. They are delighted to be part of this global project and the opportunity to express their perspective through the foot-tapping rap anthem for Savlon Swasth India Mission, reinforcing that “Haath Dhona truly cool hai!”
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With “Haath Dhona Cool Hai,” Savlon Swasth India Mission, Emiway Bantai, and The Dharavi Dream Project have joined forces to transform a simple health practice into a cool and relatable concept for India’s youth. The anthem aims to engage, educate, and inspire the younger generation to make hand hygiene a priority in their lives.