One of the fastest-growing FMCG brands Mamaearth has launched its latest integrated marketing campaign with actor Shilpa Shetty Kundra, who is also the brand ambassador for Mamaearth. The campaign aims at highlighting the brand ideology of bringing the goodness of household DIY recipes in easy-to-use formats with the same goodness of natural ingredients without any toxins.
What’s the most frequently go-to recipe in Indian households for dry and dull winter skin? Of course, it’s Honey and Malai. The Made Safe Certified cold cream is also toxin-free. The ad film subtly represents the brand’s philosophy and product proposition of goodness inside.
Talking about the campaign, Ghazal Alagh, Mamaearth’s Co-Founder and CIO, said, “With the growing awareness of the benefits of traditional ingredients and recipes, millennials are increasingly looking for products with natural ingredients that are safe.” She added, “Honey and Malai are very common ingredients that we have seen at home for ages; hence, we decided to launch this range and present to our consumers a product that provides the goodness of these ingredients hassle-free. Through this film, we have tried to highlight the latest proposition and offering, and we are certain it will resonate with the millennials, and they will choose nature’s goodness with Mamaearth’s Honey Malai range
A believer of “traditional homemade tricks and age-old self-care hacks”, Shetty said she relates to the brand’s ethos. “One of the reasons for partnering with Mamaearth was their strong foundation in keeping the ethos of Ayurveda alive with ancient recipes innovating and catering to modern consumers today,” she said, adding that with this product, “the brand reiterates its belief in the goodness of nature
I have always strongly believed in traditional homemade tricks and age-old self-care hacks. One of the reasons for partnering with Mamaearth was their strong foundation in keeping the ethos of Ayurveda alive with ancient recipes innovating and catering to modern consumers today.
With the Mamaearth Honey Malai Cold Cream, the brand reiterates its belief in the goodness of nature, not just caring for your skin but also Mother Earth, and I hope the consumers relate to the film and choose Mamaearth goodness as I did.”, says Shilpa Shetty Kundra.
The film has been conceptualized by the internal creative team at Mamaearth and Estoot, who have also produced it. Navkiran Brar, the founder of Estoot, says, “This campaign showcases our shared creative ethos – simple stories that are clutter-breaking. By mixing humor with traditional wisdom – like Honey Malai for dry winter skin – we’ve created an honest communication piece that will resonate with viewers of all ages.
Mamaearth is a brand built on the principles of Honesty, Natural, and Safety, and it believes that goodness starts with the small things that each of us can do daily! The brand continues to live up to its promise of using the best of nature, with no toxins and no harmful chemicals, while being cruelty-free and plastic-positive.
