Hamam has extended its #GoSafeOutside campaign to the Kumbh Mela 2019.
Working with Ogilvy, the brand has rolled out 'waterproof sarees''. This is based on the insight that people have taken pictures of women post their holy dip, as their clothes cling to their bodies.
The sarees have a layer of waterproofing treatment that makes the fabric aqua phobic. It was made available to devotees on the occasion of Basant Panchami.
Harman Dhillon, general manager, skin cleansing India, Unilever, said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”
Sukesh Nayak, chief creative officer - West, Ogilvy, said, “Under our #GoSafeOutside platform, we initiated ‘The Waterproof Sarees’ at Kumbh. An innovative way of helping women preserve their modesty while taking the Holy Dip. Helping them take a bath in the river in the open without worrying about the preying eyes.”
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