ITV

Tag: Goodness Inside

  • Mamaearth rolls out new campaign featuring its founders

    Mamaearth rolls out new campaign featuring its founders

    Mumbai: Mamaearth has launched a digital video campaign, #SkinHealthywithCocoHaldi, featuring the brand founders, Varun Alagh and Ghazal Alagh.

    The campaign follows the launch of the new range, CocoSoft, which has been crafted with the goodness of coconut and turmeric (haldi).

    Conceptualised by Momspresso, the campaign video highlights the proof of safety of the Mamaearth baby care range with its no-toxins and safe proposition, along with Made Safe certification.

    Set up with the premise of a day in the Alagh household, the film starts with Ghazal and Varun Alagh in the middle of a family portrait shoot. In between the shoot, some questions are directed to the second-time parents, asking them whether the birth of their first child, Agastya, led to the birth of Mamaearth. What follows the birth of their second child? The founders respond, saying that this time they are bringing forward age-old miracle ingredients that were used by our Dadi-Nani: coconut and turmeric (haldi). Ghazal recalls how, as a child, her mother used to blindly trust coconut for her skin. Varun added that his grandmother used to trust turmeric (haldi) for its antiseptic and antibacterial properties. With the winters approaching, they thought of creating a range for babies that would nourish and preserve their skin while still being safe owing to the goodness of coconut and turmeric (haldi).

    The film closes with a great message stating that the ancient propositions have been tried and tested through generations. The film is a simple and endearing representation of the brand’s philosophy of goodness inside.

    Commenting on the campaign, Mamaeath co-founder and chief information officer Ghazal Alagh said, “As a brand that was launched with the vision of making parenting hassle-free and providing home remedies in safe and certified formulations, we have been committed to bringing back age-old recipes to parents so that they can get the benefits of the recipes that our grandparents trusted in hassle-free formats. Hence, we created the CoCoSoft range with tried and trusted ingredients like coconut and turmeric. With this campaign, we are highlighting the goodness of coconut and turmeric in the CocoSoft Range, which has been tried and tested by our grandmothers.We hope that the millennial generation will be moved by this idea and decide to pick up nature’s goodness with us and our products.”

    “Young parents today are extremely conscious about the products they choose for their children. As per the insight gained through our platform, moms prefer natural ingredients to address the skin-care requirements of their children. We are extremely delighted that Mamearth partnered with us to create the launch film for CocoSoft. I am confident that this video, #SkinHealthywithCocoHaldi will resonate strongly with young parents,” said Momspresso co-founder Prashant Sinha while talking about the creative side of the campaign.

  • Mamaearth celebrates #GoodnessInside as brand purpose

    Mamaearth celebrates #GoodnessInside as brand purpose

    NEW DELHI: Mamaearth, the toxin-free personal care startup, announces its brand purpose as “Goodness Inside”.

    Mamaearth’s latest video brings forth this idea of ‘Goodness is a Choice’ to its consumers. It is a digital and social media led campaign with the key message that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices Mamaearth has made. Mamaearth products are made from the best of nature, and have no toxins, no harmful chemicals, no animal testing, no plastic impact.

    Since its inception in 2016, Mamaearth has stood by the promise of honesty and goodness in everything they do. Founded by husband and wife duo Varun Alagh and Ghazal Alagh, Mamaearth is Asia’s first brand with products of Madesafe certification. It offers 100% toxin-free and natural baby care, skincare, and hair care products. They recognise that millennial consumers have the same belief system, and make their choices with the philosophy of goodness as a choice too.

    Fireside Ventures partner VS Kannan Sitaram said, “We at Fireside firmly believe that great brands serve a larger purpose beyond delivering product benefits. Mamaearth is an outstanding example of a brand that lives its purpose in an admirable manner. Its values resonate strongly with its consumers and create a loyal, growing community of consumers. With this firm anchoring, Mamaearth is set to grow multifold."

    MamaEarth co-founder Ghazal Alag said, “Millennials want to do good and steer their families into a better tomorrow. That’s why we call this generation as ‘Generation Good’.  At Mamaearth, we share the same values and moral compass as Gen Good. Our new tagline ‘Goodness Inside’ is a promise that we will do what is right for our consumers and for Mother Earth by staying loyal to our product roots of toxin free purity and natural goodness.”

    The film is conceptualised by Korra Worldwide shows multiple situations where people can make good choices in their daily lives to make the world a little better. And with each little choice, we head towards a much better future. The main video of 1 minute will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand.

    Korra CEO Gaurav Nabh said, “Our work on Mamaearth is staying true to Korra’s mission of communicating to a digital first audience, helping challenger brands tell insightful stories and in turn creating disruption in the category. This campaign truly demonstrates Korra’s deep understanding of the digital native, showcases our capabilities and is the first among a series of future work furthering a strong partnership with Mamaearth.”

    The brand’s belief in spreading ‘goodness’ is extended beyond product to other actions as well. In the wake of the COVID-19 pandemic, Mamaearth decided not to profit from the situation by selling sanitizers. Instead, they distributed 50,000 sanitizers to people in need through 2500+ Goodness Ambassadors across the country. Recently, they’ve also distributed cotton reusable face masks with smiles printed on them, through these Goodness Ambassadors as well.