Mamaearth, one of India’s well-known baby and personal care brands, has launched its latest campaign, “Hai Proof Tabhi Mama Approved,” featuring actress and brand ambassador Shilpa Shetty. The ad, conceptualised by Steve Priya, presents Shetty as a meticulous mother rejecting anything unsuitable for her child—whether it’s water that is too hot, a rough towel, or a sharp toy—before finally moving to the brand’s promotion. The campaign aims to reinforce concerns over baby skin sensitivity and the need for dermatologically tested formulations, the company said.
“As a mother, I have always prioritised safety and quality when it comes to baby’s skincare. Mamaearth’s baby care range, with its Made Safe certification and natural ingredients, reassures parents that they are making a safe and nurturing choice. This campaign perfectly captures the love and trust that every mother seeks before choosing a product for her child,” Shilpa Shetty said.
The brand’s baby care range claims to be free from harmful chemicals, dermatologically tested, and enriched with natural ingredients such as milk, oats, and shea butter. With the growing consumer focus on product safety and sustainability, Mamaearth has positioned itself within the baby care segment by marketing its offerings as toxin-free and nature-driven. The company has also tied its business model to environmental sustainability through initiatives like tree-planting with every order, reflecting a larger trend among brands aligning with eco-conscious consumer preferences.
“For the past eight years, Mamaearth has been a trusted partner in every parent’s journey, offering safe, effective, and Made Safe-certified solutions for their little ones. Our mission has always been to provide toxin-free, natural products that parents can rely on without a doubt. The ‘Hai Proof Tabhi Mama Approved’ campaign reflects every mother’s instinct to seek proof and reassurance before choosing what’s best for her child. With Shilpa Shetty as our brand ambassador, we continue to reinforce our commitment to trust, transparency, and care – because when it comes to babies, only the safest, most nurturing, and well-researched solutions will do,” Anuja Mishra, EVP and Chief Marketing Officer, Honasa Consumer Limited, said.