Hindustan Unilever Limited (HUL) owned soap brand ‘Hamam’ is urging women to become self-reliant when it comes to their safety. HUL has rolled out a new ad campaign titled ‘#GoSafeOutside’ taking the advertising strategy of the brand to a whole new level.
The brand has gone beyond its conventional neem, tulsi soap ads and has repositioned itself in the market as a larger initiative by the company to help women consumers learn self-defense.
The ad campaign which is currently targeted at the Tamil Nadu market features a worried mother who is apprehensive of sending her daughter to tuition classes alone and thus helps her to learn self-defense through ‘Silamban’ (ancient form of martial arts).
The brand plans to include a series of self-defence tutorials on digital mediums, an outdoor campaign to create safety zones in unsafe spots via CCTV-enabled billboards and even self-defense training for school kids.
The main purpose of HUL in its new campaign is to make people aware that safety is not just restricted to skin but to the lives of people, as stated by their tagline ‘You Safe, Your Skin Safe’.
Today safety is the primary concern for women and this has been harnessed by the brand in its purpose driven marketing strategy.
The idea of printing self-defense moves for girls on the packaging is an extremely innovative idea. It will drive home the core thought of the brand very well.
In a country that’s quite far from being entirely safe even a little change in people’s perspective would be a success for the brand. Maybe it will be the cue for Hamam to ‘Go safe Outside’ of its traditional southern stronghold.
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