Laundry cleaning not just a daughter’s job, says Comfort Fabric in latest campaign

06 Sep,2017



Hindustan Unilever has launched a new campaign for Comfort that drives home the message that household chores like laundry is not something that only the girl child needs to be engaged in. It’s equally important for both the son and daughter to learn this.


Commenting on the launch of 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 & 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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