Hamam: Waterproof Saree

Indian soap brand Hamam used a creative giveaway to promote women's safety and build brand love.

Campaign details

Brand: HamamBrand owner: Hindustan Unilever LimitedLead agency: Ogilvy IndiaContributing agencies: Cohn & Wolfe 6 Degrees, The Reach, Satakshi ExportsCountry: IndiaIndustries: Bath toiletries, soapsMedia channels: Merchandise & free gifts, Outdoor, out-of-home, Sponsorship - event, propertyBudget: 5 - 10 million

Executive summary

Soap brand Hamam's purpose is to help women #GoSafeOutside by sparking societal change and empowering them with the means to counter external aggressors.

During the yearly Kumbh Mela (the world's largest human religious congregation), women are left vulnerable to unsolicited attention in their...

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