Mamaearth, a brand for toxin-free and natural personal care products, has launched a campaign titled ‘Maa Paas Nahi, Toh Mamaearth Hi Sahi’. Created by Havas Worldwide India, the campaign highlights the essence of maternal love and care, while viewers are drawn into the personal story of a new mom facing life’s challenges without the physical presence of her mother. Anuja Mishra, CMO, Honasa Consumer Limited, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
The concept behind the “Maa Paas Nahi, Toh Mamaearth Hi Sahi” campaign was inspired by the timeless and universal bond between a mother and her children. While we were building Mamaearth we understood this societal change and hence crafted products which bring the age-old beauty and care secrets of mothers to everyone, no matter where they are.
Our target audience, which includes young adults, new mothers, and families, resonates deeply with this message. They appreciate the blend of traditional wisdom and modern-day convenience that Mamaearth offers.
The campaign highlights the nurturing essence of a mother’s love and wisdom, something our audience values immensely. By showcasing how Mamaearth products embody these qualities, we strengthen our connection with consumers who trust us to deliver safe, effective, and nature-inspired solutions for their skincare and wellness needs.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The creative process for the “Maa Paas Nahi, Toh Mamaearth Hi Sahi” campaign began with the core insight of the universal bond between a Maa and her children. We partnered with Havas Worldwide India to develop unique concepts to bring the creative idea to life. We conducted detailed concept testing with our consumers to understand what resonated most with them. After finalizing the concept, we crafted a compelling script and detailed storyboards to visualize each scene. Casting was crucial to authentically depict the emotional connections. Filming involved creating an intimate atmosphere to capture genuine moments, followed by meticulous editing in post-production to ensure the story flowed seamlessly. The campaign was launched with a strategic plan to maximize reach and impact within our right target audience, aiming to highlight Mamaearth’s products while celebrating the enduring legacy of motherhood. This heartfelt approach ensures the campaign resonates deeply with our audience, emphasizing our commitment to delivering mother-like care through our products.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
One of the main challenges during the creation of the “Maa Paas Nahi, Toh Mamaearth Hi Sahi” campaign was creating a powerful emotional narrative in the film. capturing the authentic emotional bond between mothers and their children in the film. We overcame this by collaborating closely with Havas Worldwide India to develop a genuine and relatable narrative.