Meet Cutter Pari, Sabun Safai, Mr Manjan, Mrs Manoranjan and Mr India. These are the country’s latest superheroes. Or so hopes Ektaa Aggarwal, creative director, Landor Associates.

Aggarwal and her team at Landor have created these characters and a Masti Clean kit with the intention of teaching underprivileged children to maintain better levels of hygiene. The villain in this case is the giant louse, aptly named Mogambo.

“Children don’t appreciate being talked down to by elders. Through this kit, and by creating these characters, we are using a cool and creative way to teach them to stay clean and maintain basic hygiene,” says Aggarwal, who used to teach slum kids at Bandra through NGO Aashansh. Among other things, the kit teaches them to keep clean using just four mugs of water.