HUL has rolled out a new campaign for its soap brand Hamam. Conceptualised by Ogilvy & Mather, the campaign is titled '#GoSafeOutside' and consists of a film featuring a mother and daughter.
It opens in a household. A lady's attention is caught by a television news channel which is reporting about how it is unsafe for women to step out alone. Just then her daughter walks up to her and asks her whether she should head for her tuition by herself as her father isn't at home. The lady tells her that she'll drop her.
What follows is the lady riding past the tuition to a karate class. She wants to make her daughter physically strong so that she can step out by herself. The film shows how the girl progresses at the class and ends up beating a boy in a bout.
Harman Dhillon, general manager, Skin Cleansing - HUL, said, "Hamam, as a brand trusted by eight 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 chose 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. "
Sukesh Nayak, executive creative director, Ogilvy Mumbai, said, "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 degreeintegrated 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."
Along with the film, the campaign consists of 'self-defense' videos on digital. These videos teach self-defense techniques set in situations that women face every day.
Hamam's also working with relevant authorities to identify locations in Chennai where the frequency of crimes against women have been recurring. The brand wants to set up billboards in these locations, fitted with CCTV cameras.
In addition to this, Hamam will visit communities and talk about the importance of self-defense and packs will come with handy self-defense tips.
Client: HUL (Hamam)
Client team: Harman Dhillon, G.Sriram and Sudeshna Karmakar
Creative agency: Ogilvy Mumbai
Creative team: Sukesh Nayak, R.Prateebh, Nishant Pratap, Sowmya Balakrishnan,
Planning: Prem Narayan, Sumana Suresh
Account management: Hitesh Patel, Mayuri Shukla, Ninoshka Vaz, Anjali Negi
Production house: Absolute Productions
Director: Vasan Bala
Executive producer: Prafull Sharma, Sadhya Vyas