Mamaearth’s latest campaign brings forth this idea of ‘Goodness is a Choice’ to its consumers. The key message of the campaign is that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices that Mamaearth makes in its products and as a brand.
Being Asia’s first brand with products that have Madesafe certification, Mamaearth offers 100% toxin-free baby care, skincare, and hair care products, made from the best of nature. Started with six products in the baby care range, Mamaearth has now diversified into skin and hair care products for men and women across 100+ SKUs.
In an exclusive conversation with Medianews4u, Ghazal Alagh, Co-Founder of Mamaearth shared insights on the campaign and much more.
The natural personal care category is already crowded, and it can be overwhelming for consumers — how do you make your brand stand out?
We promise honesty and goodness in not just our products but in everything we do. We’ve focused all our products, innovations, and communication to the millennial generation because we recognize that they have the same belief system, and make their choices in life with this philosophy of goodness.
As a brand, we offer more than just the best of nature. We are also animal cruelty-free (PETA certified) and a positive plastic company. Our thoughts and values resonate with those of the millennial consumer, which is why we’ve been able to engage with them and position ourselves as more than just a natural-personal care brand.
What was the brief given to the agency? Take us through the entire process of ideation to the conceptualization of the campaign?
As a brand, our purpose is to spread a little love and goodness every day through the purest and the most nurturing products the world deserves. So, the idea behind the campaign is to establish our brand purpose of “Goodness Inside” by extending the same thought to our consumers. Our target audience for the campaign is the millennial generation, who we refer to as – ‘Generation Good.’
This is the generation that wants to do their bit for the world. They are driven by values and want to create a better tomorrow for their families by doing what’s good for them and good for the earth. Through this campaign, we want to strike a chord and engage with this generation as we have the same belief system and make our choices with the same philosophy of goodness. It is a digital and social media led campaign with the key message that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices Mamaearth has made.
The launch film conceptualized by Korra Worldwide shows multiple situations where people can make good choices in their daily lives to make the world a little better. And with each little choice, we head towards a much better future. The main video of 1 minute will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand.
How largely is this campaign promoted? — Tell us about your promotional plan for the campaign?
This is a digital and social media led campaign running on YouTube, Facebook, Instagram, and Google. It is also running on OTT platforms such as Hotstar, Zee5, and 9XM. So far, we’ve garnered 1.6M views on YouTube and 1.3M views on Facebook.
Consumers have become skeptical about anything that claims to be natural, what is Mamaearth’s solution to overcoming that?
We are Asia’s 1st brand which MADE SAFE™ Certified Products. We make sure we use the best available ingredients (natural, plant-based, or manmade), which are both certified safe as well as efficacious in getting the job done. We buy them from the best sources around the world, which are ISO, GMP & Non-GMO compliant. All our marketing campaigns and brand communication is centered around the promise of using only the best of nature in our products.
We have been working with social media influencers who have helped us in spreading awareness and credibility among the health-conscious millennials. Our latest campaign of “Goodness Inside” has also been launched to strengthen the brand’s association with ‘Goodness.’
How has the distribution model for Mamaearth evolved from a pre-COVID time to now?
We have a direct-to-consumer and e-commerce model for distribution. Both are now up and running. D2C has allowed us to be closer to our consumers. We’ve also set up new partnerships with local players and strengthened our distribution model.
How do you sum up the mission of Mamaearth?
We are on a mission to spread love and goodness every day through the purest and the most nurturing products the world deserves. What is right for mother earth is right for all of us. And so, we will stay loyal to our product roots of toxin-free purity and natural goodness.
