# Indian Hand Hygiene Ads Himalaya Pure Hands launches #Saafhaathsekhaaiye Campaign By Grace Mahas | Published 2023-05-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/saafhaathsekhaaiye References: [prnewswire](https://www.prnewswire.com/in/news-releases/himalaya-pure-hands-on-global-handwashing-day-launches-their-new-campaign-saafhaathsekhaaiye-to-encourage-the-tradition-of-eating-with-hands-849483505.html)  In observation of Global Handwashing Day, India's leading wellness brand, [Himalaya Wellness Company](https://www.trendhunter.com/trends/himalaya-babycare), launched its new campaign '#Saafhaathsekhaaiye'. Teaming up with actor-musician Piyush Mishra, the initiative unveiled a music video encouraging the Indian tradition of eating with hands, underscoring the [importance of handwashing](https://www.trendhunter.com/trends/clean-bathroom-global-challenge) prior to meals. This campaign aligns with this year's Global Handwashing Day theme 'Unite for Universal Hand Hygiene,' as Himalaya's initiative merges the concepts of 'Love' and 'Hand Hygiene.' The video showcases Indians across the country savoring traditional foods, with Mishra's voiceover encouraging handwashing. Rajesh Krishnamurthy, Business Director of Himalaya Wellness, said "Himalaya Wellness Company and its history has been rooted in the traditions and the culture of India. We have, thus, been committed to preserving our customs and culture, whether it be advocating for Ayurvedic traditions or eating with our hands. With our vision of bringing 'Wellness in every Home and Happiness in every Heart,' this video hopes to remind us Indians that we will always love our habit of eating with our hands and that our health does not need to suffer." ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 15% | Activity: 27% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Global Handwashing Day:** Opportunity to merge hand hygiene with other cultural traditions. - **#saafhaathsekhaaiye Campaign:** Opportunity to promote hand hygiene through music and celebrity endorsement. - **Preserving Cultural Traditions:** Opportunity to promote hand hygiene as a way to honor cultural customs. ### Who This Affects Most - **Wellness:** Opportunity to develop new products and services that align with cultural traditions and promote hand hygiene. - **Advertising:** Opportunity to leverage celebrity endorsements and creative campaigns to promote hand hygiene. - **Food and Beverage:** Opportunity to promote hand hygiene as a necessary aspect of healthy eating habits. ## Related on Trend Hunter - [Child-Focused Handwashing Ads](https://www.trendhunter.com/trends/h-for-handwashing.md) - [Hand Hygiene Campaigns](https://www.trendhunter.com/trends/ineos.md) - [Global Handwashing Campaigns](https://www.trendhunter.com/trends/world-health-organization-1.md) - [Hand Hygiene Awareness Ads](https://www.trendhunter.com/trends/hand-hygiene-awareness.md) - [Hygienic Hippo Campaigns](https://www.trendhunter.com/trends/confessions-of-moo-deng.md) - [Handwashing-Promoting Campaigns](https://www.trendhunter.com/trends/i-wash-you-wash.md) - [Student-Focused Hand Washing Ads](https://www.trendhunter.com/trends/happy-hands-contest.md) - [Child-Centric Hand Hygiene Apps](https://www.trendhunter.com/trends/hygiene-app.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md)