ITC Savlon has rolled out a film, titled ‘We Love Antibiotics’, as part of its Savlon Swasth India Mission, highlighting the issue of antibiotic misuse in India The film is conceptualised by Ogilvy. Featuring a catchy musical, the ad takes a satirical look at India's casual relationship with prescription medication, particularly antibiotics. Through humour, music and exaggerated everyday situations, it showcases how antibiotics are often treated like household snacks or everyday sweets, popped for the slightest discomfort - from a common cold and headache to heat-related uneasiness and stomach aches. The film cleverly exposes the culture of casual self-medication, where antibiotic strips are freely passed around within families, with advice coming from everyone except qualified medical professionals. What we think about it: The film takes on a serious public health concern through the entertaining lens of humour, sarcasm and music. Rather than adopting a conventional, preachy public health message, it uses…
