Hamam Neem: #GoSafeOutside (TVC 2017)

~ Kolla Krishna Madhavi

While a social change is sweeping across the country, the Hamam Soap ad launched in July 2017 is also doing its bit to bring in a change not just in the thinking of the society, but in equipping oneself for an unwarranted possibility, especially young girls.

Hamam Ad #GoSafeOutside 2017
https://www.kulzy.com

The commercial starts off with the mother catching a news snippet about it being unsafe for women to step outside. She gets apprehensive and when her daughter suggests going alone for tuition, the mother insists on taking her. Seems to be as expected so far, but instead of taking her for tuition, the mother takes her to learn "Silambam", an ancient martial art for self-defense (which was often restricted to men).

Hamam Ad #GoSafeOutside 2017
https://d3bzyjrsc4233l.cloudfront.net/

Later (once her daughter has earned her belt), when her daughter asks her if she is not going to take her to tuition, the mother responds, "No, because now you are ready to go out alone".

Conceptualised by Ogilvy Mumbai, Hamam through its ad is trying to champion safety for women. The message is sensitive and addresses a very important aspect of being properly kitted out. Instead of getting caught off-guard, the mother tries to instill the right level of self-preparedness and confidence in her child. When the girl questions her mother on why she is being made to undergo so much difficulty learning "Silambam" while it is so hot, her mother's statement, "Because I'm your amma" (mother) says it all. 

HUL's Hamam soap was launched in 1931. Since then, the company has a legacy of promoting natural ingredients for skin care, but the recent ad series has stepped up with its active focus on empowering the youth brigade. It is a conscious shift in the brand's approach from just skin cleansing as a part of one's daily ritual to developing safe practices in one's daily life. 

Although the ad is targeted primarily to one state, its message holds good for a wider audience. And irrespective of gender, one needs to be prepared for any eventuality, even if it means going through tough preparation now. 

Get strong and be ready to face the world! 

Go Safe Outside!

                                                                                 Hamam Ad #GoSafeOutside 2017
                                                                            Video Courtesy: Hamam #GoSafeOutside

Images Courtesy: HUL, Hamam, Ogilvy Mumbai, Google Images & other online resources.
Video Courtesy: HUL, Hamam, Ogilvy Mumbai, YouTube & other online resources.

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