MUMBAI: To extend its #GoSafeOutside campaign that aims to empower women with skills and means to counter their vulnerability, Hamam initiated a unique campaign by designing special waterproof sarees for Kumbh 2019.

The brand shared in a press statement, “Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. 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.”

The release further stated, “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 aquaphobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.” 

Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Unilever general manager, skin cleansing India Harman Dhillon 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 their 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.”

Chief creative officer and the man behind the waterproof sarees Sukesh Nayak noted, “Under our #GoSafeOutside platform, we initiated ‘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 prying eyes.”