Mumbai: Tamil Nadu woke up to a movement that empowered her daughters to go outside – safe, confident and without fear.
Conceptualized by HUL and Ogilvy Mumbai, the #GoSafeOutside initiative encouraged mothers to train their daughters to protect themselves just as Hamam, the soap protected them from the outside elements. In its next stage, the message was made bolder – to not take things lying down and to take the fight to the offender. To add muscle to the message, in both its stages, free self-defence classes were provided to more than 100,000 school girls across the state.
HUL and Ogilvy Mumbai have taken the #GoSafeOutside message further than ever before. Our first step was to recognize that the daughters of Tamil Nadu still face many dangers outside their homes. Our second step was harnessing the natural protectiveness of Mothers and putting it to use. How? By creating a secure network of Mothers across the state – the Hamam Mothers’ Safety Force. An always-on, always-ready network that would use the collective power of maternal instinct to keep their daughters safe – anywhere and at any time.
Sukesh Nayak, Chief Creative Officer, Ogilvy India (West): Safety is a burning issue in our country. Addressing this critical issue, Hamam Mothers Security Force is a small step to give a mother the confidence that from now on, it’s not just her, but every mother will look out for her child. Because every child is truly safe when every mother looks out for her.
This marketing campaign, using digital and on ground activation, will help connect mothers with each other. It will empower mothers to learn from each other. Share information that helps every child. The collective power of mothers will ensure that every child is truly safe.
Along with the YouTube campaign, an all-new Hamam website, with a microsite dedicated for the community, will go live in no less than a week’s time.
In collaboration with Google Maps, the brand will also be launching a Safety Maps feature which will enable the users determine the safest routes, as scored or assigned by the mothers on the forum.
Client: Hindustan Unilever Limited
Agency: Ogilvy Mumbai
Creative: Sukesh Nayak, R.Pratheeb, Nishant Pratap, Noothan PR, Pritam Singh
Planning: Prem Narayan, Priyanka Nair, Dhara Pujara
Account Management: Hephzibah Pathak, Mayuri Shukla, Swapna Divekar, Anjali Negi
Production House: Still Water Films
Director: Jerald Packiasamy
Executive Producer: Preeti Machat