MUMBAI: Personal care brand Mamaearth has commemorated its fifth anniversary by pledging to re-use paper and reduce wastage.
The startup created “The Mamaearth Good Book”- a notebook made from discarded papers. It collected over one lakh sheets of used paper and created notebooks from them, and distributed them among employees, partners and friends.
In addition to their own employees, Mamaearth invited other organisations to join them in their pledge to use both sides of the paper at the office and reduce paper wastage. They have sent across these ‘GoodBooks’ to multiple organisations to spread awareness. Over 30 organisations have partnered on this initiative so far.
”As we celebrate the fifth anniversary of Mamaearth, we wanted to do something that has an immediate impact on us and our community. Hence we decided to reduce paper wastage by reuse by way of “The Mamaearth Good Book”. We saw an overwhelming response from partner brands towards the initiative too. We are committed to our values and consumers and this is what connects us with the millennials and the Gen Good,” said Mamaearth co-founder and CIO Ghazal Alagh.
Mumbai: FMCG brand Mamaearth has announced the appointment of Zairus Master as chief business officer, Honasa Consumer Pvt Ltd. Master will be based out of the Gurgaon office and his appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth, said the company.
In his current capacity, Master will be leading the revenue functions and develop a strategic roadmap to further accelerate the brand’s growth and expansion.
“As we continue to grow the Honasa Consumer portfolio, it is important to get the right people on board to give the right push to the brand before you take it forward,” said Honasa Consumer Pvt Ltd, co-founder and CEO, Varun Alagh. “Zairus brings with him a great mix of experience across traditional consumer giants like HUL & Airtel combined with running a digital product business which we believe is the right combination of experiences needed to grow a digitally-driven consumer business like ours.”
With over 24 years of experience across FMCG and telecom, Master will utilise his expertise to identify and explore long-range strategies. An IIM Lucknow alumnus, he has worked with brands like Unilever, Nokia, Airtel, and Shine.
Talking about his new assignment, Zairus stated, “Honasa Consumer is going from strength to strength with brands like Mamaearth and The Derma Co; one being a purpose-driven brand and the other providing science-backed solutions for skincare. The organisation has changed the way FMCG companies conduct business, and I am proud to be part of the leadership team.”
New Delhi: Personal care brand Mamaearth has awarded its media mandate to Publicis Groupe’s Zenith following a multi-agency pitch. The agency will bolster the brand’s advertising and promotion efforts in India and handle the whole gamut of media planning, together with model technique, planning, shopping for and implementation, it said on Monday.
“The scope of labor will deal with planning which is ROI pushed with knowledge analytics as its core. This emphasis will assist in broadening the digital-first model to bigger viewers and construct a powerful presence throughout its diversified classes and the classes they aspire to foray into in the near future,” the company added.
Zenith, CEO, Jai Lala, CEO said, “Mamaearth is dedicated to its customers and conserving its model concept and ethos intact, we at Zenith aim to ship a targeted consumer-driven 360-degree media method. With our distinctive ROI plus and digital-first observation, we intend to assist the model attain its enterprise targets within the FMCG class available in the market.”
Mamaearth, vice president, advertising, Sambit Sprint said, “As we develop, we’re continually trying to reach out to increasingly millennials in India and have significant conversations with them about our merchandise and our perception of “Goodness Inside”. We have now chosen Zenith as our media company companion. Zenith will assist us obtain our targets by figuring out the precise media combine and expedite the following step of our progress journey.”
MUMBAI: Personal care brand Mamaearth highlights playful exchanges between loved ones during ‘Champi Time’ in their new campaign #ChampiConfessions. The light-hearted banter perfectly captures those cheeky moments when unintentional confessions come flowing out of us when we are in our most relaxed state-getting a head massage.
The ads showcase the endearing moments when Champi time reaches peak relaxation, allowing recipients of the head massage to become loose-lipped-spilling playful confessions to each other. The campaign is set to make a splash across all digital and social media channels and will be promoted by the brand’s core influencers as well.
Mamaearth VP-marketing, Sambit Dash comments, “Champi is an age-old tradition practiced in every Indian household. We want to encourage everyone to celebrate this time with their loved ones as they have a much-deserved downtime. #ChampiConfessions highlights these special moments and with the catchy jingle, we want to engage with the consumers and get everyone grooving to it.”
The brand is no stranger to showcasing authentic moments shared between family members, as evidenced by their recent national commercial which brought actors and the mother-daughter duo of Sara Ali Khan and Amrita Singh together on-screen for the first time. The actors were seen together indulging in fun banter.
New Delhi: Personal care brand Mamaearth has released its first national television commercial featuring Bollywood actresses Sara Ali Khan and Amrita Singh. The yesteryear’s actress will be seen in a TVC after a gap of 35 years.
While Sara was recently announced as the Brand Ambassador for the Mamaearth haircare range, it is for the first time that she will feature alongside her mother and share screen space with her in the ad.
The commercial highlights the benefit of Onion in reducing hair fall and presents Mamaearth Onion shampoo as a contemporary solution to the traditional DIY remedies.
Conceptualised by Korra, the commercial is set on the premise of the mother-daughter duo’s daily life banter on the former’s life choices and a mother’s concern about it. The film starts with Sara Ali Khan and her friend in a conversation, when Singh intrudes to mock her unhealthy choices. It continues into Sara’s friends seeking her advice for hair fall control, when the mother dismisses that too, assuming it is a chemical-based solution. But when she takes a closer look at the Mamaearth Onion Shampoo, she is pleasantly surprised to learn that it is toxin free and made using natural ingredients, the ideal choice for hair fall control. The mother instantly approves.
The film reiterates that the new and improved Mamaearth Onion Shampoo helps control hair fall and makes the hair eight times smoother.
Talking about the TVC and her association, an ecstatic Sara Ali Khan said, “The thought of sharing the screen with her (Amrita), who was also my first acting teacher, is something I will cherish forever. My mother always used onion extract on my hair, and hence we chose to come together for this television commercial. Mamaearth is doing an incredible job of integrating technology with traditions, and that’s what sets the brand apart.”
Amrita Singh, the leading lady of her era, appeared in a brand commercial after a break of 35 years. “When I was offered to work with Sara in the television commercial, I just had to agree as the premise of the television commercial is literally a scene out of Sara’s childhood when I used to insist on using onion extract on her hair to reduce hair fall. I really like Mamaearth’s approach towards their product line and their efforts to make a larger impact on society,” said the actress.
Talking about the recent meteoric rise in the brand’s foothold, Mamaearth’s co-founder and chief innovation officer, Ghazal Alagh said, “Our journey from being a niche baby care brand to becoming a mainstream personal care name is a testimony that safe and effective quality body care products were long-awaited. We firmly believe that Sara and Amrita coming together to endorse our hair care products shows the credibility we generated as a brand. Sara is a youth icon, and this association would only strengthen our cause.”
Mumbai: FMCG brand Mamaearth has appointed Avinash Dhagat as vice president, operations. In his new role, he will be leading the operations and supply chain for the brand.
Dhagat is a seasoned professional with over 15 years of experience across automotive and FMCG sectors, most recently as head of supply chain at Loreal India’s consumer division. Over the years he has gained in depth understanding of Demand & Supply Planning, Inventory Management & Customer Service, in India and GCC markets. After graduating from NIT, Warangal, he pursued his master’s in supply chain and Logistics. With his pragmatic approach, he has been instrumental in making supply chain processes coherent and orderly, said the company on Tuesday.
Talking about his new role, Dhagat said, “Mamaearth has displayed disruptive growth over the last four years and has displayed exceptional abilities in managing supply chain processes with scale up. It is extremely exciting to be a part of a brand which is on the upheaval, both on how to keep pace with the scale up and introducing newer practices to make the processes even more efficient in this journey. I look forward to working with the fastest growing brand in India and becoming a part of every household in the years to come.”
Mamaearth co-founder and CEO Varun Alagh said, “I am delighted to welcome Avinash as vice president, operations. Avinash’s experience combined with his commercial and planning expertise over the last decade in FMCG, will help make Mamaearth supply chain processes more systematic and streamlined. We wish him great success in his new role.”
Dhagat will be based out of the Gurgaon office. The appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth.
MUMBAI: FMCG brand Mamaearth has appointed Karan Bajwa as vice president, human resources for Honasa Consumer Pvt. Ltd.
Bajwa has eight years of experience across talent functions like total rewards, business partnering and HR shared services in companies across telecom and FMCG.
Mamaearth has grown exponentially over the past few years and is expanding at a rapid rate. Adding Bajwa to the team is part of their plans to identify and implement long-term strategic talent management goals, the company said on Thursday. Bajwa has years of experience at Airtel and Reckitt under his belt.
Mamaearth co-founder and CEO Varun Alagh said, “Being the fastest-growing D2C brand, we don’t want to simply add to the volume of our workforce, but want to grow as a family. Mamaearth wants to ensure that our employees are well looked after, have access to benefits, and experience a happy company work culture. We’re excited to grow our family and are glad to have someone as experienced and able as Karan to help us achieve our goals.”
Karan Bajwa will be based out of the Gurgaon office. The appointment comes on the heels of other critical and strategic additions to the leadership team of the brand.
“Mamaearth is a brand that has made a difference, not just to the consumer market, but also to the way FMCG companies conduct business. I am honoured to be part of the management team and look forward to helping create an impactful talent strategy by streamlining existing processes in addition to implementing new initiatives for the positive growth of the company,” said Karan Bajwa on his new role.
GURUGRAM: Organic personal care brand Mamaearth has roped in actor Sara Ali Khan as the new face of the brand. She will be endorsing Mamaearth hair care range and advocate the goodness of its natural ingredients.
Mamaearth is a purpose driven brand for millennials who believe in choosing goodness for themselves and the environment. As a strong millennial icon with a fun, bold and authentic personality, Sara Ali Khan was a great fit for the brand, Mamaearth said in a press release. Sara is known to speak her mind and will truly believe in the brands’ purpose of Goodness inside.
Mamaearth co-founder and chief innovation officer Ghazal Alagh said, “We are a brand founded by millennials for millennials. As a purpose-driven brand, we intend to serve a greater goal along with creating great quality products that are safe and effective. Sara is a voice that the youth resonate with and we strongly feel that she would be able to advocate the brand’s ideology and further our cause.”
"Since I was a kid, my mother has been using onion oil, rice water, amla juice, etc on my hair. These kitchen recipes have always done wonders for my hair. When Mamaearth approached me to endorse their hair care range and I got to know that their products are inspired by traditional recipes using natural ingredients, I knew I had to partner with this brand. While they create great toxin-free products, what I love the most about the brand is their philosophy of Goodness Inside and their purpose of serving a greater good,” added Sara.
NEW DELHI: D2C personal care brand Mamaearth has appointed Korra as its creative and content partner. Korra won the mandate in a multi-agency pitch competing against well-known global network agencies.
The communications mandate entails shaping the narrative for the Mamaearth brand and product campaigns. As part of its duties, Korra will provide strategic counsel for content creation and amplification across mediums. The new alliance will also include the agency working closely with the marketing team and other agency partners to create consolidated integrated communication programmes for the brand.
The agency recently designed, produced, and released Mamaearth’s first brand initiative, a manifesto film about their philosophy of ‘Goodness Inside’. This is the first of many initiatives being planned to position Mamaearth as a leader in the personal care category in India.
Mamaearth co-founder & CEO Varun Alagh said, “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”.
Korra India founder & CEO Gaurav Nab said, “It’s not every day that you find partners that share the same core philosophies. We are excited to partner with Mamaearth. With the challenger DNA fuelling 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.”
Korra director Raman Kumar remarked, “Mamaearth is a key milestone in the journey of Korra and a recognition of our capability and talent. We are excited about this partnership and look forward to working with the team at Mamaearth to make it the most preferred personal care brand in India.
The creative strategy was led by Korra CCO Deepak Kumar who said, “Mamaearth is not just redefining the category but also redefining the way we look at products with their ‘Goodness Inside’ philosophy. Mamaearth being a strong D2C brand, one can forge strong loyalty among the user base through multiple touchpoints on social media, app and web content. Our pitch had to bring this to life, and I am glad we did a winning job.”
NEW DELHI: Personal care brand Mamaearth has appointed Essence, part of GroupM, as its integrated media agency. The account will be 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.
Mamaearth co-founder and chief executive officer Varun Alagh said, “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.”
Essence VP client services India Yoginder Jain said, “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 approach to data and analytics.”
The brand recently launched its first national campaign and is aiming to clock Rs 1,000 crore revenue in the next three years. It partnered with Bigg Boss season 14 and is working towards scaling its operations and creating a wider brand presence.
