Campaign details

Brand: Hamam
Brand owner: Hindustan Unilever Limited
Lead agency: Ogilvy India
Contributing agencies: Cohn & Wolfe 6 Degrees, The Reach, Satakshi Exports
Country: India
Industries: Bath toiletries, soaps
Media channels: Merchandise & free gifts, Outdoor, out-of-home, Sponsorship - event, property
Budget: 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 wet, clinging sarees after the holy dip. In 2019, Hamam provided them with a simple yet effective solution: waterproof sarees. 

Hamam's intention was solely to spark conversations around preserving women's modesty and empowering them at Kumbh, and so refused to attach any business goals to this initiative.