MAM

Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/11/kumbh.jpg?itok=0vRxiTpH

MUMBAI: Before you read this, do an internet search using the keywords - ‘Women at Kumbh’. Most, if not all, of the pictures your search will yield will be of women in saris and petticoats taking the Holy Dip. Clothes which are clinging to their bodies as soon as they get wet, making these women vulnerable to prying eyes.

Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. The brand lives this philosophy not only through its communication but by also engaging through direct initiatives such as putting up ‘CCTV hoardings in Chennai’ and conducting school contact programs that train young girls in Self-Defense.

Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.

Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aqua phobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.  

The Hamam waterproof saree is designed in a charming yellow color and was made available to devotees on the auspicious occasion of Basant Panchami today, which is one of the five most important Shai Snan dates when devotees gather in large numbers for the Holy Dip to cleanse their body and soul. Also called the Saraswati Snan day, devotees are known to welcome this festival wearing traditional yellow attire and worshiping Goddess Saraswati (the Goddess of learning and knowledge).  

Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Harman Dhillon, General Manager, Skin Cleansing India at Unilever said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”

Sukesh Nayak, Chief Creative Officer and the man behind the waterproof sarees shares how he came up with this idea: “Under our #GoSafeOutside platform, we intiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the Holy Dip. Helping them take a bath in the river in the open without worrying about the preying eyes.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_164056_800_x_800_pixel.jpg?itok=ujXY_Unv
Eno partners with Facebook to build rural reach & engagement

Mumbai: GSK Consumer Healthcare’s antacid brand Eno continues to focus on driving penetration in media dark rural markets through its digital collaboration with Facebook’s geo targeting capabilities.  In driving further engagement with rural audiences, the brand has opened up a unique manner of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_143841_800_x_800_pixel.jpg?itok=FoWJJB5n
Lintas Live bags mandate for Classic Legends

Mumbai: Digital-first creative PR agency Lintas Live has won the full-service mandate for a key brand of Classic Legends. The mandate entails managing the brand’s creative, PR and social media requirements in entirety. The agency won the business in a multi-agency pitch and the account will be...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_143126_800_x_800_pixel.jpg?itok=ry0fqZ1D
JBL says #MuteTheWorld in its latest digital campaign

Mumbai: Global audio equipment company JBL has rolled out its latest digital campaign #MuteTheWorld. The campaign aims to drive awareness around JBL’s active noise cancelling (ANC) category, which allows users to mute the world and focus on things that matter to them. Conceptualised and executed by...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_122934_800_x_800_pixel.jpg?itok=AcOGC-5Z
Livpure Sleep celebrates good sleep with quirky ad film

Mumbai: Manufacturer of water purifiers, air conditioners and an array of sleep and wellness solutions, Livpure has launched its first-ever digital ad campaign on YouTube, Facebook, and other digital platforms to promote its high-quality range of mattresses.   In line with the brand’s long-standing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/hul.jpg?itok=fiJ4SDIW
HUL is top advertiser in week 41: Barc

FMCG major Hindustan Lever Ltd was the top advertiser in Broadcast Audience Research Council (Barc) week 41 (from 9-15 October) delivering ad volumes of 5025.96 (‘000s), higher than last week’s 4779.73.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/1.jpg?itok=ZKCoG9z1
Taproot Dentsu’s new ad for GM Fabrics is all about the 'Fabric of Home'

Highlighting what makes a space feel like home, Taproot Dentsu - a dentsuMB Company & a creative agency from the house of dentsu India, has launched a fresh campaign in association with Homegrown producers of jacquard decorative fabrics, GM Fabrics.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/wt.jpg?itok=BcSlAtbc
Lifestyle launches festive collection and says celebrate ‘Dil Se Diwali’

Apparel brand Lifestyle has launched an all-new festive collection for Diwali, along with a new film #DilSeDiwali, which is a celebration of unique moments with loved ones, sparked by the joy of dressing up in gorgeous festive wear.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_191346_800_x_800_pixel.jpg?itok=brgjPkkw
Madhav Sheth named president of int'l business group at realme

Mumbai: Technology brand realme has elevated realme VP and realme India, Europe and Latin America CEO Madhav Sheth to the position of VP of the international business unit. With this promotion, Sheth’s new designation would now be realme India CEO, realme VP and realme international business group...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_125621_800_x_800_pixel.jpg?itok=4aN52tCV
Meesho partners with DViO Digital for high-decibel festive campaigns

Mumbai: Creative-tech and digital-first marketing agency DViO Digital roped in as the digital creative and social media marketing partner for e-commerce platform Meesho to lead the high decibel marketing campaigns for the festive season. This partnership will see DViO Digital strategise, curate and...

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required