Inspiring film shot in inspiring circumstances for Mamaearth One of the first full-fledged ad films to be shot post the lockdown that ended in June 2020

India| July 2020: On the 12th and 13th of June, Mamaearth completed its first marketing campaign shoot post the COVID-19 lockdown. One of the very few proper campaign shoots that have managed to take place since the lockdown, this shoot is a great example of how we are slowly coming back to normalcy, albeit with precautions.

With the end of the lockdown, a new phase in the COVID-19 pandemic is upon us. The virus still lurks but restaurants and malls are reopening with safety precautions in place, people are venturing out of their homes with masks and hand sanitizers. This new phase has brought a sense of optimism in people and businesses alike. While businesses are opening up in different ways and in differing speeds, brands like Mamaearth are showing us the way forward in what will be the new normal for the marketing and advertising industry.

With the launch of their new “Goodness Inside” campaign, Mamaearth has set an example ofhow brands can navigate this difficult environment and still produce purposeful content for their consumers. As soon as the lockdown ended, they went ahead with the shooting of the“Goodness Inside” film.Conceptualised by Korra Worldwide and shot by Flying Boots Production by Nitesh Gulaniya, the shoot was completed over a period of 2 days with a 40-member crew and multiple actors including a dog and a baby! The filmhas become an exemplary instance of how a full-fledged production can take place while complying with the Government regulations completely.

Since its inception in 2016, Mamaearth has stood by the promise of honesty and goodness in everything they do. Through this campaign, they want to extend the thought of “goodness is a choice” and “goodness inside” to its millennial consumers. It is a digital and social media led campaign with thekey 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. Mamaearth products are made from the best of nature, and have no toxins, no harmful chemicals, no animal testing, no plastic impact.

The main video of 1-minute 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. This video will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand.

While there were certain challenges in terms of limited number of crew members and the requirement of a much bigger shoot space, that did not deter Mamaearth and the production house from shooting thisinspirational film. All necessary precautions were taken to ensure the safety of those involved in the shooting. This included checking the travel history of everyone who entered the set and the use of PPE kits, gloves and masks. All the equipment was sanitizedbefore it was brought to the set. The production house had employed 3 spot boys only for the job of sanitizing everything on the set after every 15-20 minutes! The crew members were requested to bring food from home and use their own cars or cabs that belonged to the production house and were sanitized everyday. There was a doctor and an ambulance available on the location for any emergency medical assistance.

The launch of this film has proved that the current crisis is not a limitation but a new opportunity to work more efficiently. To pull out a film in a situation like this is as inspiring as the film itself!

"Mamaearth celebrates #GoodnessInside as its brand purpose"

India | July 2020: In its latest brand campaign, Mamaearth, the toxin-free personal care startup, announces its brand purpose as “Goodness Inside”.

Goodness starts with the small things that each one of us can do everyday! It resides in the little choices we can make in our daily lives. Mamaearth’s latest video brings forth this idea of ‘Goodness is a Choice’ to its consumers. 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. Mamaearth products are made from the best of nature, and have no toxins, no harmful chemicals, no animal testing, no plastic impact.

Since its inception in 2016, Mamaearth has stood by the promise of honesty and goodness in everything they do. Founded by husband and wife duo Varun Alagh and Ghazal Alagh, Mamaearth is Asia’s first brand with products of Madesafe certification. It offers 100% toxin-free and natural baby care, skincare, and hair care products. They recognise that millennial consumers have the same belief system, and make their choices with the philosophy of goodness as a choice too.

Commenting on the ‘Goodness Inside’ campaign, VS Kannan Sitaram, Venture Partner at Fireside Ventures said “We at Fireside firmly believe that great brands serve a larger purpose beyond delivering product benefits. Mamaearth is an outstanding example of a brand that lives its purpose in an admirable manner. Its values resonate strongly with its consumers and create a loyal, growing community of consumers. With this firm anchoring, Mamaearth is set to grow multifold."

The brand purpose of Goodness Inside comes from what the brand has stood for all along since its inception. Mamaearth is an environmentally conscious brand working towards the conservation of Mother Earth for future generations by recycling more plastic than they use. Their toxin-free products promise purity and natural goodness which is better not just for people but for the planet as well.

Ghazal Alagh, Co-Founder and Chief Mum at MamaEarth said “Millennials want to do good and steer their families into a better tomorrow. That’s why we call this generation as ‘Generation Good’.  At Mamaearth, we share the same values and moral compass as Gen Good. Our new tagline ‘Goodness Inside’ is a promise that we will do what is right for our consumers and for Mother Earth by staying loyal to our product roots of toxin free purity and natural goodness.”

The launch film conceptualised 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.

Deepak Kumar, Head of Creative and Strategy at Korra says “Goodness is not a gift or a superpower but a choice you make every day. And for us the stories for the brand campaign lay in the lives of these everyday heroes living around us who make these little choices. We’ve kept the stories simple yet powerful for anybody to take inspiration from. I am sure this campaign shall inspire a new breed of do-gooders who will change the world one act at a time, just like Mamaearth.”

Gaurav Nabh, CEO of Korra says “Our work on Mamaearth is staying true to Korra’s mission of communicating to a digital first audience, helping challenger brands tell insightful stories and in turn creating disruption in the category. This campaign truly demonstrates Korra’s deep understanding of the digital native, showcases our capabilities and is the first among a series of future work furthering a strong partnership with Mamaearth.”

The brand’s belief in spreading ‘goodness’ is extended beyond product to other actions as well. In the wake of the COVID-19 pandemic, Mamaearth decided not to profit from the situation by selling sanitizers. Instead, they distributed 50,000 sanitizers to people in need through 2500+ Goodness Ambassadors across the country. Recently, they’ve also distributed cotton reusable face masks with smiles printed on them, through these Goodness Ambassadors as well.

Mamaearth launches a new Mothers Day Anthem dedicated to all the Super Moms of India

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