MxMIndia

Tag: Mamaearth

  • Celebrates womanhood

    Mamaearth launches campaign for Durga Puja

    By Our Staff

     

    Mamaearth, the flagship brand of Honasa Consumer Limited, has launched a campaign that pays homage to Durga and her various forms, while celebrating the “multifaceted spirit of womanhood with its range of makeup offerings”.

     

    Said Anuja Mishra, Chief Marketing Officer, Honasa Consumer Limited: “In the spirit of Durga Puja and the celebration of womanhood, Mamaearth’s new campaign is a heartfelt tribute to both Durga Maa and women everywhere. We’ve taken an innovative path by collaborating with artists who have beautifully reimagined Maa Durga’s avatars using the vibrant colors from Mamaearth’s makeup range. This initiative is our way of embracing and celebrating the diverse facets of womanhood. Just like the nine divine avatars of ‘Nobodurga,’ every woman embodies strength, devotion, knowledge, fierceness, empathy, fearlessness, wisdom, and success. Through this film, we pay homage to the eternal muse of Durga Maa and the inspiring women who carry her spirit within them.”

     

    Added Anupama Ramaswamy, Chief Creative Officer, Havas Creative: “As Pujo season approaches, the vibrant spirit of Durga Ma showcases the artistic creations of numerous talents. It’s a time when women of all generations grace the pandals in their finest attire, radiating confidence and charisma. Naturally, when we envisioned a Durga Puja campaign for Mamaearth, their Makeup Range seemed like the perfect match. We needed something disruptive and that’s how we thought of bringing 4 artists on board to do what they do best. Bring the 9 forms of Durga on their canvases. Everything remains the same. The only twist — there are no paints used at all, only Mamaearth lipsticks, kajals and foundations. The campaign draws parallels between how artists use Paints as Shringar to bring out the avatars of Durga and how women use Makeup as Shringar to bring out their own avatars. In doing so, we celebrate what Durga Ma truly represents — the multifacetedness of being a woman.” The 54 sec film is conceptualized by Havas Media worldwide.”

     

     

  • The scope of the mandate will include creating cornerstone campaigns for the brand, including ATL, BTL and digital

    Mamaearth onboards Havas as AoR

    By Our Staff 

     

    Mamaearth, the beauty and personal care brand, has named Havas Worldwide India, the creative arm of Havas India, as its agency on record (AOR), following a multi-agency pitch. The scope of the mandate will include creating cornerstone campaigns for the brand, including ATL, BTL and digital.

     

    Anuja Mishra
    Anuja Mishra

    Speaking of the association, Anuja Mishra, Chief Marketing Officer at Honasa Consumer Ltd, said, “Mamaearth is a brand built on millennial beliefs and choices. In a short period of 6 years, the brand has emerged as an innovative and disruptive new-age beauty and personal care brand. We believe that in our next wave of growth, it would be imperative to further drive scale by exploring and disrupting different categories across cohorts, geographies, and channels. In this endeavor of driving growth anchored on brand love, we are stoked to welcome Havas Worldwide India (the creative arm of Havas India) as our creative agency partner. The team at Havas has the advantaged mix of strong planning and creative credentials and experience in servicing legacy and new-age brands. Havas Worldwide India’s appointment comes at the back of an exciting and rigorous creative pitch process. The agency has demonstrated a strong understanding of fundamental consumer insights and an appreciation of the pivotal shifts in consumer beliefs coupled with a compelling storytelling ability.”

     

    Jaibeer Ahmad
    Jaibeer Ahmad

    Added Jaibeer Ahmad, Managing Partner, North, Havas Worldwide India: “In a world where the beauty industry is under constant scrutiny and the pressure to constantly evolve at a rapid pace, Mamaearth is a clutter-breaking brand. Their dedication to developing innovative solutions and pushing boundaries aligns well with our creative vision. We are excited to work with a forward-thinking brand like Mamaearth, where we will effectively leverage our knowledge and passion to enhance their message and engage their audience in a meaningful way. We look forward to partnering with them on their growth journey and collaborating to shape a compelling brand presence in the hearts of consumers.”

     

  • TVC created by Korra brand design agency

    Shilpa Shetty glows for Mamaearth face wash

    By Our Staff

     

    Mamaearth, the beauty, cosmetic and personal care brand, has launched a TVC for its Ubtan Face Wash featuring actor Shilpa Shetty Kundra. The commercial created by Korra brand design agency highlights the Ubtan facewash in a no-toxin proposition giving the perfect #ShaadiWalaGlowEveryday.

     

    Said Ghazal Alagh, Co-Founder and CIO at MamaEarth: “Ubtan has been the secret recipe for glowing and radiant skin that has been passed on from generations, and the Haldi ceremony before the wedding is an extremely important event for every bride and groom. They mask themselves with the Haldi ubtan to look radiant and glowing on their big day. We have taken the traditional ubtan ingredients and created a hassle-free formula using them to give our consumers a product that will give them the Ubtan like glow, every day. Through this TV Commercial, we are trying to build synergies between the traditional Haldi ubtan and Mamaearth Ubtan face wash and we hope this thought resonates with our consumers and they come forward and choose #ShaadiWalaGlowEveryday, naturally with Mamaearth.”

     

    Added Gaurav Nabh, Chief Executive Officer, Korra, said: “The need to look your best is never felt more than on your wedding day and one regime closely linked to this occasion is the use of Ubtan to attain flawless glow. Our latest work leverages this insight where we see Shilpa interacting with her friend talking about her flawless glow thanks to Mamaearth’s new Ubtan face wash. An innovative no-toxin product that packs the goodness of turmeric and saffron allowing you to look your best, while enjoying that same flawless glow. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa.”

     

  • Will handle the entire gamut of media planning

    Zenith wins Mamaearth media account

    By Our Staff

     

    Mamaearth, the digital-first brand, has awarded its media business to Zenith following a multi-agency pitch. As a part of the mandate, Zenith will handle the entire gamut of media planning for Mamaearth, including brand strategy, planning, buying and implementation.

     

    Commenting on the business win, Jai Lala, CEO, Zenith, said: “Mamaearth is committed to its consumers and keeping its brand idea and ethos intact, we at Zenith aim to deliver a focused consumer-driven 360-degree media approach. With our unique ROI plus and digital-first practice, we intend to help the brand reach its business goals in the FMCG category in the market.”
    Speaking on the media partnership, Sambit Dash, Vice President Marketing, Mamaearth added: “As we grow, we are constantly looking to reach out to more and more millennials in India and have meaningful conversations with them about our products and our belief of “Goodness Inside. We have chosen Zenith as our media agency partner because we believe they understand the media landscape as well as our philosophy very well. Zenith will help us achieve our goals by identifying the right media mix and expedite the next step of our growth journey.”

  • The FMCG startup chose Gurugram-based Korra after a competitive pitch process

    Korra wins creative mandate for Mamaearth

    By A Correspondent

     

    Korra, the digital content and media agency in India, has been appointed as creative and content partner by personal care brand Mamaearth. Korra won the mandate in a multi-agency pitch competing against well-known global network agencies.

     

    Said Varun Alagh, Co-Founder & CEO, Mamaearth: “Korra demonstrated innovative thinking and a deep understanding of our brand philosophy. Being a digital-first brand for millennials, we were looking for a bright, young and talented set of individuals who reflect our philosophy. We are excited about our partnership with Korra and look forward to building the brand with them through meaningful and insightful communication”.

     

    Added Gaurav Nabh, Founder & CEO- Korra India: “It’s not every day that you find partners that share the same core philosophies. We are excited to partner with Mamaearth– one of the fastest-growing D2C personal care brands in India. With the challenger DNA fueling both brands, we look forward to delivering more path-breaking work in the times to come. We are working towards further strengthening the brand’s foothold in this hyperactive category through an innovative approach aimed at creative storytelling and targeted, digital-first campaigns that raise aspiration for the brand.”

     

     

  • As Mamaearth’s integrated media agency, Essence will help the startup scale its business with a data and analytics-driven approach

    Mamaearth mandates Essence for integrated media

    By A Correspondent

     

    Essence, a global data and measurement-driven media agency that is part of GroupM, has announced that it has been selected as the integrated media agency for personal care brand Mamaearth in India. Managed out of Essence’s Delhi office, the agency will be responsible for media planning and activation for Mamaearth’s brand building and awareness campaigns.

     

    Said Varun Alagh, Co-Founder and CEO, Mamaearth: “As a digital-first brand, we are constantly connecting with millennials on a product and brand philosophy level. With ever-evolving consumers and the way they consume content, it is important to be present across new age media platforms to be able to speak to them. Our partnership with Essence will help us achieve this goal by identifying the right media mix and expedite the next phase of our growth journey,”

     

    Added Yoginder Jain, Vice President, Client Services, India, Essence: “In a market where there is increasing consumer consciousness towards personal health, the environment and cleaner living, brands with the right purpose are set to win. Mamaearth has created a distinct space for itself and is perfectly placed to ride this growing opportunity. Our team at Essence is delighted to help scale Mamaearth’s business with our pioneering approach to data and analytics. We strive to make brands valuable to the world and are looking forward to delivering this for Mamaearth.”