How Godrej Magic Is Driving Hand Hygiene Awareness on Global Handwashing Day

Featured image: For representational purposes only; Picture source: Shutterstock

This article has been sponsored by Godrej Magic

According to a National Sample Survey (NSS) in India, only 35.82% of people regularly practice proper hand hygiene before meals, while 60% of households only wash their hands with water. Several reports also highlight a decline in consistent handwashing habits as daily routines returned to normal post-COVID-19. On Global Handwashing Day 2024, the importance of proper hand hygiene is more important than ever.

So, the theme of this year’s Global Handwashing Day (Oct 15) ‘Why are clean hands still important?’ highlights the ongoing importance of hand hygiene in preventing infections.

Godrej Magic’s hand hygiene campaign: Encouraging healthier habits

Godrej Magic Handwash, a pioneering product by Godrej Consumer Products Ltd (GCPL), has launched a campaign to raise awareness about handwashing practices and reinforce the message that hand hygiene is a vital part of a healthier lifestyle.

The campaign highlights an essential truth: hand hygiene cannot be achieved superficially. While handwashing is important, the campaign focuses on handwashing as an important preemptive measure for disease control and leading a healthy lifestyle.

Godrej Magic Handwash urges everyone to think about their hand hygiene. Washing hands is more than a task – it’s part of daily self-care; Picture courtesy: Godrej

To amplify its message, Godrej Magic has partnered with Godrej L’Affaire — the owned media platform from Godrej Industries Group — to release a digital film that takes a playful yet impactful approach to highlight the importance of thorough handwashing.

Proper hygiene is ‘all or nothing’

Incomplete efforts often lead to incomplete outcomes, and hygiene is no exception. Imagine trying to get through your day with only half of the things you rely on — half a lunch, half a desk, or even half a chair. Isn’t that what happens when we wash only one hand? Through humour and clever scenarios, this film delivers a simple but essential message: proper hygiene is ‘all or nothing’.

Godrej Magic has partnered with Teach for India, a non-profit organisation dedicated to educational equity, to promote proper hand hygiene practices among children. As part of this initiative, students in the Teach for India network will be trained to maintain effective hand hygiene habits. This outreach effort will educate children in over 500 classrooms.

Commenting on the campaign, Neeraj Senguttuvan, Head of Marketing (Personal Care), Godrej Consumer Products Ltd (GCPL), said, “Global Handwashing Day is a perfect reminder that good hygiene remains as important as ever, even though life has returned to normal post-COVID-19. With Godrej Magic Handwash, we are not just offering a product, we are promoting a shift in mindset. It’s about ensuring cleanliness is complete, every single time. As India’s first powder-to-liquid handwash, Godrej Magic is driving innovation, making proper hygiene simple, affordable for as low as Rs 10 and an integral part of our daily routine.”

Teaching kids about hygiene, starting with the correct way to wash their hands, is crucial for their health (For representational purposes only); Picture source: Shutterstock

Sujit Patil, Chief Communications Officer, Godrej Industries Group, added, “Godrej L’Affaire was conceptualised to trigger meaningful conversations around nuances of lifestyle. Hygiene and well-being are important aspects of personal lifestyle. Through this campaign to commemorate the Global Handwashing Day, we aim to remind people that good hand hygiene is non-negotiable and an essential part of a healthy lifestyle and can help live a full life.”

Speaking on the outreach programme with children, Teach for India Founder and CEO, Shaheen Mistri, said, “Instilling good habits in childhood lays the foundation for a lifetime of well-being. Teaching kids the importance of hygiene, beginning with the proper way to wash their hands, is essential for their health. That’s why Godrej Magic, in collaboration with Teach For India, is driving a program to educate children on the importance of hand-washing, in over 500 classrooms. Godrej Magic is gifting handwash to Teach For India classrooms, to showcase correct hand-washing techniques through live demonstrations, and to inculcate the importance of proper hand-washing practices.”

Handwashing: A daily act of self-care

To boost the initiative’s digital reach, the brand has engaged over 50 content creators — including doctors, parenting experts, and stand-up comedians. Additionally, Godrej Magic will further promote the campaign through a variety of media partnerships.

In a post-pandemic world, where it’s easy to let basic habits slide, proper handwashing is one of the simplest yet most important steps we can sustain to protect ourselves. Washing both hands isn’t just about cleanliness — it’s about living fully, safely, and responsibly. Godrej Magic Handwash invite everyone to reflect on their hand hygiene habits. Handwashing isn’t just a task — it’s a daily act of self-care.

Edited by Pranita Bhat