HUL's ad campaign for Comfort is breaking gender stereotypes one step at a time
HUL’s Comfort Fabric Conditioner ad takes a ‘Chota Step’ towards a ‘Badi Baat’
Published - Sep 16, 2017 7:56 AM Updated: Sep 16, 2017 7:56 AM
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The latest campaign from Hindustan Unilever’s for Comfort – ‘Chota Step, Badi Baat’ - looks to drive home the message that both boys and girls should be associated with doing laundry.
In the ad, a mother notices that her children are conditioned to think that laundry is something that only her daughter will have to learn. She astutely changes this mindset by getting her son involved in the washing process, thus demonstrating that it is equally important for both the son and daughter to learn this chore. The campaign seeks to lead by example and make an impactful change in the future.
Commenting on the same, Priya Nair, Executive Director, Home Care, Hindustan Unilever, said, “The message ‘Chota Step, Badi Baat’ implies that one extra step in using Comfort can give a great benefit in washing. Also, one small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender. With our latest campaign, Comfort is taking on a powerful purpose for the first time - with each small step we hope to make a significant impact towards a better tomorrow.”
Talking about the conceptualisation of the campaign, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy, said, “The idea for the ad was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant and big impact on one’s clothes. Then on, we simply had to make this little product truth connect seamlessly with a human truth - that in life, even one small step in the right direction can result in a lasting, positive impact. We are happy that even beyond this execution, the space is very promising for various future engagements.”
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