Product / ServiceHAMAM SOAP
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
Idea Creation MINDSHARE Mumbai, INDIA
Additional Company OGILVY MUMBAI, INDIA


Name Company Position
Sukesh Nayak Ogilvy & Mather CCO

The Campaign

Like many parts of the world, Tamil Nadu in India too was seeing a dramatic rise in crimes against women. Incidents of eve teasing & harassment were being reported at an alarming frequency. Mothers, naturally were increasingly insecure about the safety of their young daughters, especially when they stepped out on their own. Hamam saw this as an opportunity to contextualize its promise of ‘protection’ ! ‘Hamam Go Safe Outside’ was devised as a larger purpose for the brand, where the focus was to enable and empower young women to feel safe and confident, when outside of the safety of their homes. We decided to give them the ability to defend themselves in unpleasant situations, making them strong and self-reliant. Hamam identified ‘Silambam’, a martial art form that originated in the state, as the ideal weapon to equip all mothers and daughters with !

The Brief

Overall budget : INR 3.8 Million Breakdown of costs : Presenting sponsorship of the Event - INR 1.08 Million Silambam Training Program at the Event - INR 400 Thousand Participant Certificates with lamination - INR 73 Thousand Silambam Training across 230 schools before the event, reaching 150,000 Girls - INR 1.7 Million Certificates for Silambam Training across these schools - INR 386 Thousand Tshirts with Hamam Brand Logo - INR 112 Thousand Paid Media budget : No additional expenditure incurred

Creative Execution

A network of key community influencers across 19 districts was developed that included; Association of Matriculation Schools, District Sub Collectors, Chief Education Officers, Tamil Nadu Silambattam Association and the Association of Martial Arts and Silambam Trainers. Branding Collateral at schools and communication sent to parents helped build awareness and participation for the School Contact Program. The campaign was recognized by ‘Asian Records Academy’ as the “Largest One Day Self Defense Class for Girls” (Single Location) training 15055 girls in 9 Hours. The entire journey of Hamam Go Safe Outside campaign was documented and telecasted on leading Tamil channels, Kalaignar and Chitram TV across 4 episodes of 30 minutes each. Short format self-defense videos were seeded across Digital media to educate girls on self-defense techniques in local routine scenarios. With Haman reaching 8 out of 10 homes in TN, we turned 10 million + Hamam packs into a medium of demonstration.

Describe the success of the promotion with both client and consumer including some quantifiable results

A total of 1,50,000 girl students across 19 districts were trained in self-defense techniques via Silambam Training Program. Campaign grew Top-of-Mind recall for the brand by 300 basis points. Conviction Scores grew by 500 basis points. The campaign was awarded and recognized by local and global record agencies like Elite World Records, Asian Records Academy, India Records Academy and Tamilian Book of Records for organizing the ‘Largest Self Defense Class for Girls across Multiple Locations in 60 days’ and ‘Largest One Day Self Defense Class for Girls at a Single Location’. The campaign generated PR Mileage worth US$ 350,000; as leading local and regional publications of Tamil Nadu helped us reignite the conversation around Women safety by covering Hamam’s initiative. Most importantly, Hamam reignited globally relevant topic of Women Safety in the most local manner by empowering the girls of Tamil Nadu with native martial art form -‘Silambam’.

Explain why the method of promotion was most relevant to the product or service

Hamam Go Safe Outside was a CSR campaign conducted by Hamam Soap, a green naturals skin cleansing brand from Hindustan Unilever that enjoys an 80 year old relationship with the Indian state of Tamil Nadu. Hamam, with the goodness of Neem has been protecting generations from skin damage. Hamam extended its purpose of protection through a 360 Activation Campaign that actively enabled and empowered young women to feel safe and confident in the wake of growing atrocities on women in the state. Making this a relevant entry for Brand Experience & Activation.

It was not easy to change the mindset of mothers and to make them believe that a simple act of self-defense can make a difference in the society. With 80% literacy rate in Tamil Nadu; one of the highest in India, families here give high importance to child’s education and thus anything that comes from an educational institution is considered as sacred. Hamam activated media touchpoints in a way where the girl child was empowered in the most credible and relevant environment of educational institutes. We leveraged one of the largest student and parent congregations of Tamil Nadu where students and parents across 410 schools participate every year, thereby creating awareness on Hamam Go Safe Outside campaign among the students and parents community of Tamil Nadu. Subsequently the campaign was further sustained through a 60-day program across 365 schools in 19 districts of Tamil Nadu where self-defense classes were conducted.