Hamam: #GoSafeOutside

Priyanka Nair, Mayuri Shukla, Dhara Pujara

Heritage brand Hamam Soap harnessed a powerful idea in Tamil Nadu, India, to connect with its target group and recapture brand love.

Campaign details

Brand: HamamBrand owner: Hindustan UnileverLead agency: OgilvyCountry: IndiaIndustries: Bath toiletries, soapMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Social media, TelevisionBudget: 5 - 10 million

Executive summary

Hamam Soap, from Hindustan Unilever – a heritage brand in Tamil Nadu, a southern state in India – had failed to keep up with the times and had lost its connection with the evolving young mothers and teens in the state. Though still used in eight out of ten homes in Tamil Nadu, Hamam was fast losing share...

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