- Extending safety for skin to general well-being outside
Chennai, September, 2017: Tamil Nadu’s favourite soap brand, Hamam, today announced their GoSafeOutside initiative, aimed at extending their promise of safety from skin to everyday life. Redefining the role of the brand as an active participant in stimulating social conversations and a possible model for targeted solutions, the new campaign marks a shift in the way the brand corresponds with its consumers.
Ms. Harman Dhillon, General Manager - Skin Cleansing, Hindustan Unilever said, “Hamam, as a brand trusted by 8 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, kickstarting conversations and facilitating solutions.”
Hamam is deploying a host of interventions across multiple media to bring alive the campaign message of GoSafeOutside. A television spot shows the marked transition in the confidence of a young girl when she is nudged into basic self-defence training by her empowering mother. The self-defence technique in question is Silambam, an ancient Indian martial art originating from Tamil Nadu.
A series of self-defence tutorials are planned to be deployed on accessible digital mediums on the handle Hamam India; this is an attempt to bring alive the unwelcome touch women face in various outdoor locations on a day to day basis and provide a step wise manual for a befitting reply. An outdoor campaign aims to work with local law enforcement teams to create safety zones in unsafe hotspots by hosting billboards with CCTVs, creating deterrence amongst potential miscreants. The Hamam packs will also contain quick to learn Silambam steps on the side panel, extending the reach of the message to over 1.8 Crore households.
RJ Balaji, an advocate of the campaign, added, “As a firm believer of equal rights for women and creating a safe environment for them, I have always felt that self-defence should be a core part of the education syllabus. I am glad to see Hamam bridge the gap by providing people with basic self-defence training via their pack and their video tutorials. I am particularly glad that they have chosen the noble art of Silambam, which has been around for more than two thousand years. As Tamil Nadu’s guardian of skin through many generations, Hamam is reposing the trust of the people by bringing to life an extended idea of safety outside of home.”
The journey to make people GoSafeOutside is an arduous one, but Hamam has just kicked it off in style.
