Toxin-free personal care brand Mamaearth has
decided to launch a special Mother’s Day Campaign this year. The company has
released an all-new song about mothers and what a special role they play in our
lives. What’s more, the video of this song showcases Indian moms of all ages,
sizes, and communities.
Mamaearth is a brand that was started by
husband-wife duo Varun and Ghazal Alagh when they couldn’t find toxin-free baby
products for their son. Not only was the product born from a strong desire to
make mothers’ lives easier, but it also keeps mothers at the centre of their
product — their products are tested by mothers and even marketed by
“mom-fluencers”.
Lively and peppy, the “Mamaearth Mother’s day
anthem” has been created completely from scratch for this campaign. It’s a fun
and refreshing tribute to Indian mothers, who are having a doubly hard time
during this pandemic. The song, along with the video, will drop by Friday
evening.
The brand is using #mamaearthmummysong across
social media, encouraging mothers across the country to dance to the number and
create their own “mom and kids” videos. They have also decided to use the two
new-age channels of Instagram and TikTok in a unique and effective way. The
campaign will see a contest on TikTok where mothers will be invited to dance to
the song and post their videos in order to win. On Instagram, the brand has
tied up with key influencers who will be posting their own videos with the
Mamaearth song all through Saturday and Sunday. In fact, there’s a strong buzz
that ace influencer and Mamaearth brand ambassador actor Shilpa Shetty will
also be putting up a #Mamaearthmummysong video with her son.
In a time when mothers and kids are spending more
time together than ever before, and mums have to work twice as hard as usual,
this peppy and danceable music campaign comes as a fitting tribute to the
incredible mothers across the country.
About MamaEarth
Founded by husband and wife duo Varun Alaghand Ghazal Alagh,
MamaEarth is Asia’s first Madesafe certified brand that offers 100% toxin-free
& natural baby care, skincare, and hair care products. MamaEarth is part of
Internet-first brands company Honasa Consumer Pvt Limited, that is creating the
FMCG conglomerate of the future. Honasa caters to the needs of millennial
consumers through innovative products, evolved propositions, digital marketing
channels, and e-commerce fulfilment. Their goal is to build a global
billion-dollar FMCG conglomerate in the next 5 years — spread across the globe
but connected through digital centres of excellence. MamaEarth is a brand
driven by innovation and uses the best of science and Ayurveda to meet all
personal care needs of young, aspirational and increasingly conscious Indian
consumers. It also brings a spirit of constant innovation and in-depth research
and customer feedback into every single product.
In the short span of 3 years, MamaEarth has launched a range
of 80+ natural products, has reached over 1.5 million customers in 500 Indian
cities, and is Fastest FMCG
startups to hit 100 Cr run rate in India. Mamearth
products are available across major eCommerce platforms like Amazon, Nykaa,
Flipkart etc and its own platform www.mamaearth.in.
The brand is now expanding its footprint to offline channels, establishing a
presence in over 2000 stores in the country.
About The Investors
Honasa has found backing from renowned investors like
Fireside Ventures, Stellaris Venture Partners, Sharp Ventures, and Titan
Ventures. The company has recently raised $4 million in its Series A round of
funding led by Stellaris Ventures and Fireside Ventures. Marico's
RishabhMariwala, who manages Sharp Ventures along withSnapdeal Founders
KunalBahl and Rohit Bansal also participating in the round. The startup had
earlier raised two rounds of funds in 2017, led by Fireside Ventures and
Kanwaljit Singh, respectively. Further validation of the product comes from
none other than Bollywood actress, entrepreneur, and wellness expert, Shilpa
Shetty Kundra, who’s not only the brand ambassador but has also invested in the
venture.
About The Founders
Ghazal Alagh
Co-Founder, Chief
Mama
MamaEarth
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