MUMBAI: What happens when you mix a beloved baby mascot with AI and real-time storytelling? You get Poko’s Day Out—a high-engagement, tech-savvy birthday campaign crafted by Grapes Worldwide for MamyPoko Pants, the flagship diaper brand from Unicharm.
Celebrating the birthday of Pokochan, the brand’s much-loved mascot, Grapes didn’t settle for the usual cake-and-confetti approach. Instead, it brought Pokochan to life on Instagram, letting audiences dictate his birthday adventures in real time. From sipping coconuts in Goa and trekking the Himalayas to photo ops at the Taj Mahal and wildlife safaris, Pokochan went everywhere—powered by user prompts and AI magic.
The campaign was supercharged by Three Zinc, Grapes’ proprietary AI engine that turned audience suggestions into crisp, platform-ready visuals across both static and video. With blazing-fast turnaround and over 20 unique experiences rolled out live, the campaign had followers glued to their screens and stories.
Mumbai: MamyPoko Pants, one of the brands in baby diapers, has launched Extra Absorb Pants, the best absorbent pants that have been launched after extensive research of more than five years. This is the upgraded product by MamyPoko pants which comes with 30 patented technologies.
The new and advanced product comes with the ability to facilitate deep absorption, which is essential for ensuring deep sleep in babies. To inform the target audience about the advanced product and the benefits it provides; the brand has devised a campaign to highlight the importance of deep absorption, ensuring a deep sleep for the child.
In this pursuit, it has come up with Extra Absorb Pants to relieve the stress of mothers in ensuring the well-being & good sleep of their babies. Reiterating the message that a happy and cheerful baby eventually contributes to the happiness of the mother, the new diaper harnesses the benefit of the FlexiFit feature to provide two times protection from thigh leakage. At the same time, the additional third layer immensely enables deeper absorption for up to 12 hours. Likewise, the deeper absorbing capacity of the diapers translates to longer hours of uninterrupted deep sleep in children. Providing tranquil, long hours of deep sleep to the babies, in turn, allows mothers the much-needed extra time to resume their chores or indulge in recreation and hobbies to rejuvenate their energy after a short break.
The brand has rolled out a campaign #PowerofDeepSleep with an enthralling TVC to convey its objectives and benefits. And to further amplify its reach amongst target groups through digital platforms, the brand launched a DVC (Digital Video Commercial), and took an ingenious route to come up with an AI-led, CGI ad film to capture the imagination of the audience. The ad film explores the theme of uninterrupted deep sleep through the lens of an imaginative baby who delves into new adventures every day owing to an uninterrupted, peaceful deep sleep during the night.
The Digital TVC was further leveraged with a 360° approach entailing influencer activity for driving amplification across digital platforms. For driving campaign mileage amongst the target audience, MamyPoko Pants roped in television celebrity Neha Marda to tap the large audience base following the actress. Along with this, the brand collaborated with mommy bloggers to create visibility and, likewise, instil the top-of-the-mind recall value of the brand among mothers.
The campaign has been conceptualized by Grapes, an integrated communication agency. Elaborating on the campaign, Shradha Agarwal, Co-founder and CEO of Grapes said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.”
Speaking on the same, Unicharm vice president marketing Toshiyuki Nakamura said, “The launch of the Extra Absorb Pants marks our commitment to ensure the comfort of babies aimed at enriching and easing the motherhood journey. In the quest to support mothers in raising their babies, we created the new product after conducting extensive research and integrating innovative technologies that ensure uninterrupted deep sleep. The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualized to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.”
Mumbai: Sofy, a feminine hygiene brand by Unicharm, is delighted to onboard popular Bollywood celebrity Sara Ali Khan as its new brand ambassador. This partnership aims to resonate with the aspirations of GenZ girls who seek confidence, comfort, and worry-free periods in their fast-paced lives.
Unicharm, a global leader in the field of hygiene products, stands at the forefront of innovation and quality, catering to diverse needs in the personal care category. As the driving force behind Sofy, Unicharm has continuously met the evolving demands of consumers, particularly in the realm of feminine hygiene. From manufacturing products for both period and non-period days, Sofy sells top-quality sanitary napkins, tampons and pantyliners all around the world.
Sara Ali Khan, known for her dynamic presence and relatable persona, is all set to represent Sofy AntiBacteria range in a captivating new TVC. The commercial, showcasing a day in Sara’s life, emphasizes her hectic routine, effortlessly balancing professional commitments and personal life. Sofy’s long-hour leakage protection ensures that Sara can conquer each day without the concern of leakage, smell, or bacteria.
Unicharm managing director Vijay Chaudhary expressed his enthusiasm about the collaboration, stating, “We are excited to have Sara Ali Khan as the face of our brand, empowering young girls to relentlessly pursue their dreams. At Unicharm, we have pioneered advancements in research and technology over years, positioning us as a trusted ally in promoting health and comfort in everyday life. The collaboration with Sara Ali Khan as the brand ambassador for Sofy further underlines Unicharm’s dedication in meeting the hygiene needs of girls during periods by offering them the highest product standards.
Sara Ali Khan shared her excitement about the partnership, stating, “In a world where every step counts, I believe in living life without compromises. Sofy supports my long day shoots, prevents leaks, and ensures hygiene throughout the day. Every girl deserves a partner that understands her dreams and supports her journey, and Sofy has always been my trusted partner. With this association, I take pride in endorsing a product that aligns with the aspirations of the youth today to embrace a lifestyle that’s ambitious and fearless.”
The TVC spotlights on the unique features of Sofy AntiBacteria XL+, promising deep absorption, and extra protection from leakage and smell. The highly differentiated Sofy antibacteria product ensures hygiene from bacterial infection due to an innovative antibacterial sheet. The plus 30 per cent deep absorption power prevents leakage while the infusion of natural herbs prevents smell while maintaining hygiene during periods. Sofy stands out as a reliable solution, offering the confidence and comfort that modern, active girls seek thus making it the ideal choice for staying worry-free and confident during their periods. As the brand says, “hum aage aage duniya peeche peeche,” Sofy remains dedicated to supporting girls on their journey to greatness.
Talking about the campaign VML India Sr VP & EBD Bhavana Dogra said: “We are proud to have worked with team Sofy on their latest campaign with Sara Ali Khan. Sara represents the young girl of today who is confident, aspirational and can’t let fear of periods come in the way of achieving her dreams. Sara Ali Khan delivers the brand message well and is someone the girls look upon.”
