Commander Safeguard Case Study

Commander Safeguard
GenreKids Show
Created byImtisal Abbasi (IAL Saatchi & Saatchi)
Opening themePak Pak Pakistan
Country of originPakistan
Original language(s)Urdu
No. of seasons1
No. of episodes14
Executive producer(s)Tahir Malik
Hans Dewaele
Producer(s)IAL Saatchi & Saatchi
Running time15–20 minutes
Original networkVarious channels
Original release1 January 2005 – present
External links

Commander Safeguard is an animated superhero produced by the Pakistaniadvertising agencyIAL Saatchi & Saatchi and animated by Post Amazers. The character is popular in Pakistan and in Mexico,[1] where it is known as Capitan Escudo.[citation needed] The superhero is depicted as a representation of Safeguard (soap) who fights and defeats the germs who are led by a character called "Dirtoo".[2] The cartoon was originally broadcast in Urdu. It is one of the most popular children's animated television series in Pakistan.[3]

The television series[edit]

Commander safeguard is the first Pakistani "3D Animated Series". It is sponsored by Procter & Gamble Pakistan, The show was produced and animated by Post Amazers to promote hand washing habits among the childrens. The animated series was created to augment the educational material on health and hygiene.[4]

Episodes and seasons[edit]

To date, 12 episodes (excluding two independence day special episodes) varying in length from 15 to 20 minutes have been aired on many Pakistani TV channels. Episode 7, Double Trouble was the longest episode ever which was 24 mins long, and divided into 2 parts. This episode marked Germander's debut appearance.

It is one of the most popular local TV shows for children in Pakistan. Episode 12, known as Back To School, has the same name as 2010 10th Episode. Episode 12 is the shortest among all the episodes with only 13 minutes.

In July 2016, a short movie called 'Commander Safeguard Mission Clean Sweep Jungle Main Mungle', was broadcast. It ran for 15 minutes and featured Dirtoo trying to sicken children by adding germs to the food of children who did not wash their hands with soap. However Commander Safeguard defeated him.


In 2005, it was adopted in the Philippines as Captain Hugas and broadcasts in English-Filipino bilingualism.

In 2007, it was adopted in Mexico as Capitan Escudo.

On April 18, 2012, it was adopted in Africa (mostly Kenya) as the Africa's Local Super Hero - Commander Safeguard.

Production credits[edit]

  • Aziz Jindani, Brand Manager, Global franchise Procter & Gamble, United States
  • Salman Butt, Brand Manager, Safeguard, Procter & Gamble, Pakistan
  • Ahmed Rizvi, Assistant Brand Manager, Safeguard, Procter & Gamble, Pakistan
  • Saad Munawar Khan, Assistant Brand Manager, Safeguard, Procter & Gamble, Pakistan
  • Tahir Malik, Director Marketing, Procter & Gamble Pakistan
  • Imtisal Abbasi, Creative Director, IAL Saatchi & Saatchi


External links[edit]

Where many companies started with consumer apps, Safeguard saw their biggest opportunity in re-engineering their most critical internal process to take advantage of mobile. In the past, its army of +10,000 contract inspectors would take notes and snap multiple pictures per inspection. At the end of the day, they would upload the pictures to a PC, collate their notes and complete an online form for each property. With each inspector performing tens of surveys per day, errors were common and the time for each was significant.

The ability to work more efficiently would solve a host of problems and Safeguard recognized mobile as the ideal vehicle for this. But, because the contractors are independent agents, they couldn’t be forced to use a particular device or app. To get adoption, Safeguard knew they’d have to build seriously amazing apps. They wanted to create compelling platform-agnostic apps that would allow contractors to accept work orders, track their progress and upload photos of the final product – increasing speed, accuracy and visibility.

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