Comfort, Unilever’s fabric softener brand, has taken a small step to break the gender stereotyping mentality of people. Titled ‘Chota Step, Badi Baat’, the brand shows how even a small step in the right direction can bring a huge difference in life.
Conceptualised by Ogilvy & Mather, Mumbai, the ad opens with a brother-sister duo. The mother, while using Comfort liquid to soften the clothes, notices that her son thinks that only daughters need to learn such works. She indirectly tries to change the mindset of her son by getting him involved in the washing process. She later makes him feel that it is important for both (the son and the daughter) to learn. With this, the ad highlights the small examples that we can set in our homes, which can make an impactful change in the future.
Talking about the campaign, 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 ‘Chota Step, Badi Baat’ 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.”
Client: Comfort Fabric Conditioner, HUL
Client Team: Priya Nair, Vandana Suri, Aarthy Sridhar, Sabhayata Singh
Agency: Ogilvy & Mather, Mumbai.
Creative: Harshad Rajadhyaksha, Kainaz Karmakar, Akshay Seth, Rajeshwari Rao
Account Management: Prakash Nair, Smita Padmanabhan, Shaaz Khan
Planning: Prem Narayan, Preeti Shetty