ITC Savlon’s ‘We Love Antibiotics’ Film Urges India To Choose Handwashing
CE DESK 
ITC Savlon has released ‘We Love Antibiotics’, a satirical musical film that questions India’s casual use of antibiotics. Created by Ogilvy Mumbai as part of the Savlon Swasth India Mission, the campaign urges people to wash their hands rather than reach for medicines without medical advice.
The film uses a catchy chorus to highlight how antibiotics are often treated like household essentials. It shows people taking tablets for minor complaints and sharing medicines without consulting a doctor, turning the behaviour into a warning about misuse.
Savlon’s message is simple: fewer infections mean fewer occasions to use antibiotics. By encouraging regular handwashing, the brand positions hygiene as a practical first step in reducing avoidable illness.
The campaign continues Savlon’s long-running focus on preventive hygiene. Its earlier initiatives include #NoHandUnwashed, launched with Ogilvy India in October 2020, and #HandwashFirst, which used India’s love of eating with hands to promote washing before meals.
‘We Love Antibiotics’ extends that approach by addressing antibiotic misuse, a public-health issue closely connected to infection prevention. The film asks viewers to stop treating antibiotics as a household staple, consult a doctor when needed and make handwashing a daily habit.
The campaign is conceptualised by Ogilvy India, with Group Chief Creative Officers Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak credited in the creative leadership team.
By using humour and music, Savlon makes a serious health message more accessible. The campaign reinforces its core proposition: good hygiene can help prevent infections before they require medication.
