MAM
Hamam ushers in Basant Panchami by providing waterproof sarees at Kumbh
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.”
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
