 Women's safety is a global issue. Sexual harassment is unfortunately an everyday episode for women and girls across developed and developing countries of the world. Tamil Nadu, a southern state in India, with a population greater than that of the United Kingdom, was no different. Mothers in Tamil Nadu were concerned about their daughter's safety outside their homes. Hamam saw this as an opportunity to take its core message of keeping skin safe one step further by starting a new conversation on women's safety. We sought to contextualize this promise of protection. Hamam Goes Safe Outside was born to enable and empower young women to feel safe and confident, to give them the courage and tools to defend themselves in unpleasant situations. Silambam, a forgotten martial art form native to Tamil Nadu, was revived to become the weapon of the women of Tamil Nadu. As conversations around women's safety continued in media, we activated relevant consumer channels to show Hamam's affirmative action. We started with Silambam training classes in schools. A network of key community influencers was developed. Communication was sent to parents to drive participation. Short format self-defense videos were seeded across digital media to educate girls on self-defense techniques. With the brand reaching 8 out of 10 homes in Tamil Nadu, we turned over 10 million Hamam packs into a demonstration medium. Mainstream media picked up Hamam's initiative as the need of the hour, adding 350,000 US dollars as earned PR. Brands scores soared. World records were created. In the end, Hamam inspired young girls to take safety into their own hands.