HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up: Hamam
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)
Hamam comes with the tagline ‘You Safe Your Skin Safe’. The brand mainly targets middle-class
families, especially women, promoting the idea of being Strong. Problem statement: Considering the
present situation, how would Hamam as a brand evolve in promoting their true intention of safety,
its importance and how as a brand it can concentrate in boosting the effectiveness of its ingredients
in preventing germs.

2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)

The number of COVID patients in India is rapidly increasing, and the situation is almost out of
control. India is in the second position in the world with around 4.2M cases. With no proper
vaccination, the only thing one can do to protect themself is to stay home, stay safe, wash our hands
regularly, and keep our body clean. We come across many people daily and have direct or indirect
contact, To keep yourself safe and germ-free, Hamam helps in protecting our body from the virus
and germs.
3. COMMUNICATION CHALLENGE (100 words)
Hamam is replicated as a unique product to reflect self-confidence. Moreover, people see it as a
product made out of greens. Hamam is used as soap to enhance beauty. The ad represents
something more like “go safe outside”. This is the current mindset. People see Hamam in the
cosmetics sector. The most important singular point I want to convey to the audience is to see
hamam as a hygiene cum beauty product. Safety has been everyone's priority and considering the
pandemic, it has become the topmost priority. The singular most important point that I want to
convince my target audience of is look Hamam as a germ protection soap.

4. CONSUMER INSIGHT (50 words)

Neem preparations are reportedly used against a variety of skin diseases. Aloe vera is known for its
antibacterial, antiviral, and antiseptic properties. So let’s highlight these points and focus on making
the hamam brand to add hygiene factor.

5. CAMPAIGN IDEA (50 words)

The main idea of this campaign is to concentrate on washing hands for more time to kill germs. The
ad campaign idea is to have a creative song which connects with people and influence the audience
to wash hands as long as it takes to hum the song to make them wash hands at least for 20 seconds.
Adding to this, ad that portraits full body protection from germs should be done.

6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

Spreading awareness in Social media platform can be done by using Instagram paid partnership which
allows us to clearly disclose, via an Instagram tag, that we are publishing a sponsored content.
Associations specifying child care (Mother and daughter) will make the audience stay connected. The
campaign should also add value to the main ingredients like neem, tulsi and aloe vera. Ad campaigns
on Hamam hand sanitizer should be made. Increasing awareness in social media like twitter about the
hashtag of Hamam which is #gosafeoutside.

CAMPUS: TEAM NAME: HULK

TEAM MEMBERS: