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A boy is inspired to wash in HUL's Comfort ad

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MUMBAI: Comfort, with its latest campaign, takes a small step towards ‘breaking gender stereotypes’ that exist within the household, showing how a small step in the right direction, can often make a big difference in life.

A ‘small step’ in the right direction can end up making a ‘big difference’ in life - this is a familiar truth, with proverbs written in various languages alluding to it. The latest campaign from Comfort – ‘Chota Step, Badi Baat’ - looks to drive home this very message.

In the ad, a mother notices that her children are conditioned to think that laundry is something that only her daughter will have to learn. She astutely changes this mindset, by getting her son involved in the washing process, thus demonstrating that it is equally important for both the son and daughter to learn this. 

Hindustan Unilever executive director - home care Priya Nair said, “One small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender."

Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “The idea was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant impact on one’s clothes."

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