Campaign details

Brand: Hamam
Brand owner: Hindustan Unilever Limited
Lead agency: Ogilvy India
Contributing agencies: Mindshare India, PivotRoots Digital Pvt. Ltd.
Country: India
Industries: Bath toiletries, soaps
Media channels: Mobile & apps, Online video, Websites & microsites, Word of mouth, influencers
Budget: 5 - 10 million

Executive summary

In 2017, Hamam, an iconic soap brand in Tamil Nadu, added purpose to its skin protection credentials through #GoSafeOutside – a crusade to inspire mothers to equip their children with the skills needed to step out of their homes fearlessly. It ran a host of self-defence initiatives like online tutorials, free classes at schools, self-defence packaging and CCTV hoardings.

In 2018, when Hamam wanted to go national, we realised that it did not have the stature to run similar initiatives across the nation. Before we spoke about self-defence, we had to earn the trust of mothers for them to embrace the spirit of #GoSafeOutside.