“Divya kumbh, Bhavya Kumbh” Hindustan Unilever Soap Brand “Hamam” distributed the ‘Waterproof Sarees’ for women at Kumbh- Prayagraj. Saree was Conceptualized by the ad agency Ogilvy, the sarees has a layer of waterproofing treatment Hamam” has promoted as its #GoSafeOutside campaign to the Prayag Kumbh Mela 2019. Brand has rolled out this plan of ‘waterproof sarees”. This is based on the insight that crowd have taken photos of women post their holy snan, as their clothes cling to their bodies.
Agency have given a layer of waterproofing texture and treatment to the sarees that makes the fabric aqua phobic. It was made available to devotees on the holy occasion of Basant Panchami. GM- skin cleansing India, 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.
HUL go with #GoSafeOutside positioning, to help and to 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 only the solution for the help, protect 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 right to take the Holy Dip without unsolicited attention, society needs to change their mindset to allow the females to do without being self-conscious
‘The Waterproof Sarees’ at Kumbh. A creative method for helping womes to save their humility while taking the Holy snan. Helping them clean up in the stream in the open without stressing over the preying eyes.”
HUL had did similar activity in previous Kumbh on Bread (Heat Stamped Bread)- Lifeboy se Haath Dhoya Kya. These kind of activities are the new innovation to attract the customer. Waterproof sarees is also from same kind of Innovation.