Neeta Nair, Editor, IMPACT Magazine, gets candid with Sarvesh Raikar, President (Creative) at Lowe Lintas behind the 10 most memorable ads of 2024, who earned a spot for themselves in IMPACT’s Hall of Fame, one of them being Lifebuoy’s Moo Deng!
Our concept revolved around reshaping how alphabets are taught in schools, challenging the norm of “H for Hippo” or “H for House” and instead making “H for Handwashing” a cornerstone of education. This campaign’s evolution led to the unique integration of Moo Deng, a global sensation, into the narrative. The idea of incorporating a hippo into the campaign had been simmering for a while. Inspiration struck during a casual scroll through Instagram, where Moo Deng was making waves, even predicting presidential elections. We have for a while had the vision of connecting the world’s oldest living hippo with our Global Handwashing Day activities every October. But then Moo Deng came along.
Convincing the brand came with its share of challenges. Questions arose about Moo Deng’s global appeal and whether it was merely a fleeting trend. But the buzz surrounding Moo Deng, coupled with the unexpectedness of a hippo as an influencer, silenced doubts. However, working with Moo Deng came with its quirks. On the designated shoot day, Moo Deng decided it was her “off day.” Despite cooperative zoo authorities, we couldn’t capture the planned shots. This challenge turned into an opportunity—we accessed existing footage from the zoo’s archives and rewrote the script to suit what we had. The revised narrative, in hindsight, proved more impactful than the original plan.
Collaboration was pivotal for this initiative. Our teams in India and Singapore worked in tandem, blending creativity and technology. While the Indian team spearheaded the film’s production, Singapore contributed an AI-driven app featuring Moo Deng. This interactive tool engages children, teaching them handwashing in an enjoyable way.
The campaign, executed in under a week to meet the Global Handwashing Day deadline, showcased how tech and storytelling could converge seamlessly. And oh, the response has been phenomenal. The novelty of a hippo influencer has sparked global curiosity. Social media chatter around it included envious remarks from international agencies, and accolades poured in. In fact we found out that some agencies in Thailand were apparently a little jealous about the fact that an Indian agency thought about this idea first.
Back in India, former Lifebuoy clients praised the brand’s evolution from traditional TV campaigns to modern, innovative communication strategies. Beyond the initial buzz, the campaign has gained traction globally. Countries like Vietnam, Morocco, and France have celebrated it, and within Unilever, there’s excitement about the potential of using Moo Deng as an educational tool. Governments, including South Africa’s education ministry, are considering incorporating “H for Handwashing” into school curriculums.
Looking ahead, we envision Moo Deng becoming a global icon of hygiene. The AI version and potential merchandise offer avenues for further engagement. From cakes to t-shirts, Moo Deng has the charm to inspire a range of products, cementing her as a delightful ambassador for cleanliness and health.
Ads that Sarvesh loved in 2024
Urban Company’s Chhoti Soch by Team Talented
About Sarvesh Raikar
I am an award-winning advertising professional with two Global Effies, the first healthcare agency Cannes metal, and the inaugural WARC x Cannes Lions Gold. I’ve led impactful campaigns like Maharashtra’s MAH Kasam COVID drive, the viral #MainBhiIndiaPolice, and TVS’s road safety initiative praised by Parliament. With experience across brands like Pepsodent, TVS, and Tata Group, I thrive on creating work that inspires and delivers results.
Best campaigns
- #HforHandwashing for Lifebuoy Global
- Strange Rewards, Pepsodent
- Dhoni and Gayle – Skipper Pipes
- #ProtectLittleRiders for TVS Road Safety
- #NotForTheSaintHearted for Yezdi Relaunch
Read more about the 10 Top Ads of 2024 on IMPACT Magazine – Hall of Fame.