HUL & Ogilvy Mumbai launch a new campaign for HAMAM – #GoSafeOutside. Hamam is a staple in 8 out of 10 households in Tamil Nadu. Hamam is a tradition handed down from mother to daughter, mother-in-law to daughter-in-law. Hamam, with the goodness of Neem has been protecting generations from skin damage.
Harman Dhillon, General Manager, Skin Cleansing – HUL: Hamam, as a brand trusted by 8 out of 10 households in Tamil Nadu, feels a sense of responsibility to make a positive difference not just to people’s skin, but also their daily lives. With our new #GoSafeOutside campaign, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions.
#GoSafeOutside is not just a campaign, it’s a monumental shift in the brand role. We want to actively enable and empower young women to feel safe and confident. Give them the ability to defend themselves in unpleasant situations, making them strong and self-reliant.
We consciously choose to center our story on self-defense depicted through the ancient martial art of ‘Silambam’. A centuries old practice, often restricted to men, Silambam is the perfect ambassador for a brand rooted in age-old wisdom but equally relevant today.
You may catch this story on: https://youtu.be/uxm5HglMWHk
Here’s the #GoSafeOutside integrated roll out plan that will unfold shortly across various platforms –
- Self-defense Videos on Digital Mediums: These videos teach self-defense techniques set in situations that women face every day. Mothers are now empowered to teach their children simple self-defense moves from the home.
- CCTV Billboards:Our plan is for Hamam to do much more than simply advocate self-defense. When stepping out of home, women need the assurance that someone cares enough to watch out for them. The brand is working with relevant authorities to identify locations in Chennai where the frequency of crimes against women have been recurring. We will set up billboards in these locations, fitted with CCTV cameras that capture a live feed of the surroundings thus deterring miscreants. The intent is to also try and give women instant, direct and urgent access to help through an alert mechanism that reaches the authorities.
- On Ground Interactive Camps For Self-Defense:In addition to this, the activation will also have on-ground camps where the brand will visit communities and talk about the importance of self-defense.
- Hamam Packs With Silambam Moves: Hamam packs will come with handy self-defense tips.
Sukesh Nayak – Executive Creative Director, Ogilvy Mumbai: Everyone must feel safe when they step outside the comfort of their home. Our campaign idea helps the brand Hamam play an active role in making lives safer. Hamam, with its new 360 degree integrated campaign, assures mothers that from here on, their safety is not just restricted to their skin because #GoSafeOutside is a campaign that reaches out to protect their lives just as the tagline states, You Safe, Your Skin Safe.
Client Team: Harman Dhillon, G.Sriram and Sudeshna Karmakar
Ogilvy Creative: Sukesh Nayak, R.Prateebh, Nishant Pratap, Sowmya Balakrishnan,
Ogilvy Planning: Prem Narayan, Sumana Suresh
Ogilvy Account Management: Hitesh Patel, Mayuri Shukla, Ninoshka Vaz, Anjali Negi
Production House: Absolute Productions
Executive Producer: Prafull Sharma, Sadhya Vyas