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Hip Hop Hacked! ITC’s Savlon Swasth India Mission made handwashing cool for India’s Youth with #HandwashLegends

KOLKATA, India, April 20, 2024 /PRNewswire/ — Getting kids to follow healthy habits is no easy task and is often met with resistance. So, to overcome this challenge and promote the habit of washing hands with soap, Savlon Swasth India Mission’s ingenious and refreshing new campaign tapped into the kids’ growing enthusiasm for hip hop. Titled ‘Handwash Legend’, the campaign turned the well-known gesture of rappers ‘rubbing their hands together’ into a handwashing move. Cleverly merging entertainment with handwashing, Savlon Swasth India Mission partnered with Indian rap artist and hip-hop star Emiway Bantai and the kids from The Dharavi Dream Project, a community that discovers and mentors under-resourced hip-hop talent, for the song ‘Haath Dhona Cool Hai’ (Handwashing is cool). The catchy track emphasizes the importance of washing hands with soap and encourages kids to become ‘Handwash Legends’ by adopting good hand hygiene practices.

ITC’s Savlon Swasth India Mission has been leading the charge in fostering behavioural shifts towards hand hygiene through inventive approaches and programs. Preventable illnesses cause significant economic strains on our nation, and consistent handwashing stands out as one of the easiest and most powerful methods to curtail disease transmission. With Handwash Legend, they aim to instill the habit of proper hand hygiene among kids and enthusiasts of hip-hop by using their love for the genre.

Conceptualized by Ogilvy India and produced by Shameer Tandon, the campaign features, a video post thanking Emiway Bantai for promoting handwashing, the ‘Haath Dhona Cool Hai’ music video and the Handwash Legend Hook Step Challenge. The campaign leverages the growing scene of Hip Hop in India and highlights to kids that handwashing is cool.

Watch the case film here

Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, "Inspiring today’s generation towards any habit change is only successful if it is immersed in cultural relevance. Hip-hop is a genre that today’s youth identify with, as it allows for self-expression. ITC Savlon Swasth India Mission’s #HandwashLegends skilfully turned the popular hip-hop move, to make it an interesting and relatable symbol of handwashing. The success of this campaign underscores our commitment to continue the effort of inculcating the habit of handwashing among today’s youth, to build a healthier future for them."

Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India commented, "Hacking culture makes for some of the most interesting ideas. This is one of them. The iconic Hip Hop move hacked to point out that it actually resembles hand-washing washing is funny and endearing. Our Savlon teams are always looking for new ways to promote the idea of using soap to kill germs. Over a hundred diseases can be prevented by this simple habit, which needs to be continuously reiterated. The way to inculcate the habit is to start with the young ones. They may not be interested in a lecture about hand hygiene but they are deeply interested in Hip Hop. Marrying the two has led to this campaign."

Emiway Bantai, who also penned the song, said, "I am thrilled that Savlon Swasth India Mission identified and hacked such a popular movement in hip-hop culture to promote handwashing, something completely unheard of! With hip-hop being very popular among today’s youth, this hack to inspire a habit of handwashing is truly unique and relatable.  I’m proud to be part of a campaign, to not only influence with my music but also leverage hip-hop and its culture to drive this change in creating future #HandwashLegends."

The success of #HandwashLegends and its resonance with youth was evident through the positive response generated by audiences – user generated content created on India’s largest short video platform, Josh, marked a total duration of 26 hours with a watch time of ~1 million hours.

Savlon Swasth India Mission since its inception has been hosting one of the largest school education programs on inculcating the habit of hand hygiene in India. With more than 37000 schools across India with a reach of over 10 million children, the program has now included the #HandwashLegend anthem as part of its workshop to further encourage handwashing among children.

Link: Watch the case film here

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Reliance Digital Introduces High-Performance iQOO 15R to its Nationwide Store Network

MUMBAI, India, March 11, 2026 /PRNewswire/ — Reliance Digital announces the offline retail availability of iQOO, the high-performance smartphone brand built for today’s youth and tech-forward consumers. Following strong traction in online channels, iQOO is now extending its presence into physical retail, allowing customers to experience and purchase its devices first-hand at Reliance Digital stores across India.

Known for pushing the boundaries of speed, and power, the iQOO 15R is powered by the Snapdragon 8 Gen 5, delivering exceptional speed, responsiveness, and sustained performance throughout the day. It packs iQOO’s biggest battery yet in an ultra-slim 7.90mm design, making it India’s slimmest smartphone with a 7600 mAh battery.

The device features a 6.5K IceCore VC Cooling Chamber for stable performance and runs on OriginOS 6.0 based on Android 16 out of the box, supported by 4 years of software updates and 6 years of security updates. It is also equipped with a Sony LYT-700V OIS camera, a 1.5K 144Hz AMOLED EyeCare display, and IP68 & IP69 dust and water resistance, making it a dependable daily partner for professionals on the go.

The brand’s offline expansion marks an important step in deepening consumer engagement by offering hands-on access to its devices, enabling customers to explore iQOO’s powerful performance, advanced display technology, and flagship-grade camera capabilities in a real-world retail environment.

The availability of iQOO at Reliance Digital brings together two brands driven by innovation and consumer experience. While iQOO continues to build its reputation as a performance-led smartphone brand, Reliance Digital strengthens its portfolio by offering customers access to cutting-edge technology brands through its extensive nationwide retail network.

Through engaging in-store experiences, knowledgeable staff, and immersive product demonstrations, Reliance Digital aims to help consumers better understand iQOO’s performance-first DNA. This move further reinforces Reliance Digital’s commitment to staying ahead of evolving consumer preferences and serving as a preferred destination for discovering new-age technology.

With this expansion, Reliance Digital continues to play a key role in shaping India’s consumer electronics landscape by bringing future-ready brands closer to customers, while enabling smartphone brands like iQOO to build stronger connections with a growing, performance-driven audience.

The all new iQOO 15R is now available at Reliance Digital stores nationwide.

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Kotak Alts announces winner of the inaugural Katalyst Awards

Ms Himani Choudhary named Katalyst for the year – India’s Best Financial Content Creator; wins Rs. 25 Lakhs

MUMBAI, India, March 10, 2026 /PRNewswire/ — Kotak Katalyst Awards, a national initiative instituted to recognise excellence and responsibility in financial content creation has announced the winner of its first Katalyst edition. Kotak Alternate Asset Managers Limited (“Kotak Alts”) today announced Himani Choudhary as the winner. The winner was awarded a prize of INR 25 Lakhs, positioning Katalyst among the most meaningful recognitions for financial content creators in India.

Srini Sriniwasan, Managing Director, Kotak Alts, said, “The Kotak Alts Katalyst Awards were instituted to recognize content creators who are contributing meaningfully to financial literacy in India. As investor participation deepens, audiences are seeking clarity, context, and credibility. The response from creators was overwhelming and points to the new generation of financial educators.  As the inaugural winner Ms. Himani Chaudhary, exemplifies the standard of financial communication that Katalyst seeks to encourage.”

The first edition of the Kotak Alts Katalyst Awards received over six hundred entries from across 19 states and in 8 languages, reflecting the growing role of digital creators in shaping financial awareness. Conceived in response to increasing clutter and misinformation in the financial ecosystem, Katalyst is designed to recognize creators who place accuracy, transparency, and investor interest at the core of their work.

The winning content, ‘Personal Finance & Major Finance Updates’ by Himani Choudhary, was recognised for its clarity, originality, and credibility. The jury noted the content’s ability to explain complex financial concepts in a clear and measured manner, supported by strong research and a consistent focus on investor education over virality.

To ensure a robust and transparent evaluation process, the awards framework was designed and audited by EY. The top thirty entries were assessed by an academic jury.

The top 10 finalists were subsequently evaluated by a grand jury comprising Kunal Shah, Founder and CEO of CRED; Radhika Gupta, Managing Director and CEO of Edelweiss Mutual Fund; and Alpesh Shah, Managing Director and Senior Partner at Boston Consulting Group, and chaired by Ananth Narayan, former Whole–Time Member of SEBI with extensive capital markets and regulatory experience.

The Katalyst Awards recognise financial content creators who priorities financial literacy, substance, and long–term investor interest. Through this initiative, Kotak Alts aims to encourage responsible financial communication and support the development of informed and confident investors across India.

About Kotak Alternate Asset Managers Ltd: Kotak Alternate Asset Managers Limited (‘Kotak Alts’), a part of Kotak Mahindra Group (‘Kotak’), focuses on Alternate Asset Management and Investment Advisory businesses. Kotak Alts was set up in early 2005 and has raised, managed, and advised over USD 22 billion across different asset classes, including Private Equity, Real Estate, Infrastructure, Special Situations, Private Credit, and Investment Advisory. The asset management business and investment advisory vertical are managed by independent specialist teams. For more information, visit https://www.kotakalternateasset.com/

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Paperpal for Life Sciences Establishes HIPAA Readiness, Strengthening Enterprise Adoption of AI in Regulated Medical and Scientific Writing Workflows

MUMBAI, India, March 10, 2026 /PRNewswire/ — Paperpal for Life Sciences, an enterprise-grade Artificial Intelligence (AI) platform by Cactus Communications, purpose-built for Medical Affairs and Life Sciences organizations, announced the completion of an assessment evaluating its operational and technical safeguards to support Health Insurance Portability and Accountability Act (HIPAA) requirements. This milestone reinforces Paperpal’s commitment to meeting the rigorous standards of security, data protection, and regulatory readiness required for regulated scientific workflows.

Growing AI use in medical affairs writing and publication workflows is intensifying scrutiny on data privacy, governance, and regulatory accountability. To support these evolving needs, Paperpal for Life Sciences has undertaken an assessment of its systems and processes to evaluate readiness to support HIPAA compliance, where applicable, and now proudly offers the option to execute a Business Associate Agreement (BAA) for Protected Health Information (PHI) and Personally Identifiable Information (PII). This offering gives customers the confidence that PHI or PII, if received, is handled securely and responsibly, in line with regulatory expectations and enterprise risk management practices.

Paperpal for Life Sciences provides AI writing, literature search, source-grounded summarization with citation support, and critical publication checks, powering medical affairs content creation under stringent data privacy and governance controls. The platform accelerates research-to-publication timelines by upto 25%, supporting faster dissemination of clinical evidence and earlier commercialization of new drugs and therapies.

Nishchay Shah, Group CTO and EVP, Products and AI at Cactus Communications, said, “As AI becomes foundational to regulated scientific and medical workflows, compliance and trust are no longer optional. Paperpal for Life Sciences’ HIPAA readiness measures reflect our secure-by-design approach to AI, strong data governance framework, and alignment with real-world enterprise and regulatory requirements. This milestone enables organizations to adopt AI at scale with confidence that their data, processes, and compliance obligations are protected .”

Elvira Dsouza, President, Cactus Life Sciences, added, “Medical Affairs and Life Sciences teams operate in highly regulated environments where scientific rigor, data privacy, and compliance are non-negotiable. HIPAA readiness positions Paperpal for Life Sciences as a trusted AI partner, one that enables organizations to accelerate evidence generation and scientific communication without compromising regulatory integrity .”

With this announcement, Paperpal for Life Sciences reinforces its position as a purpose-built, enterprise-ready AI platform for medical affairs content generation that supports innovation while meeting the highest standards of privacy, ethics, and regulatory compliance.

Media Contact:

Nidhi Amin

nidhi.amin@cactusglobal.com 

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