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.
