Could an ordinary hoarding, driven by sharp, fiercely sincere intention, and by harnessing easily-available technology, transform itself into a formidable tool that kept women safe outside?

The Hamam CCTV Hoarding tried to do so. And happily, succeeded.

As a part of the #GoSafeOutside initiative, in collaboration with the Chennai Police, Hamam transformed the most unsafe spots in Chennai into safe spots for women, by simply converting regular hoardings into CCTV surveillance spots. The footage went LIVE 24/7 to the Police Control Room. This acted as a deterrent and gave women the confidence to #GoSafeOutside every day.

We asked a simple question. We came up with an equally simple answer.

With the help of the Chennai Police, we identified and shortlisted the most unsafe spots across Chennai. The spots were chosen on the basis of the number of harassment incidents (eve- teasing, chain snatching, physical abuse) reported in these areas.

Unsurprisingly, these spots were close to women's educational institutions, market places, offices and bus stops.

We took hoarding spaces in these very areas and transformed them, overnight, into CCTV-surveillance-powered safe spots. Across the city of Chennai.

The Hamam CCTV activation was a CSR initiative from the brand, consciously not related to any business agenda. For a brand that enjoys 80% penetration, sales was not the ask. We were looking to build connections with our TG and that shows up in the way conversations are changing in the city of Chennai. We have started small with a handful of hoardings and bus shelters in a certain parts of the city and while official numbers cannot be quoted, we have been apprised that instances of misconduct have gone down in the areas around the Hamam CCTV implementation.” The authorities have expressed interest in taking this further to other locations.