MAM
Mamaearth’s campaign celebrates womanhood and Durga Maa
Mumbai: Mamaearth, from Honasa Consumer Ltd and the fastest growing BPC brand in India to reach an annual revenue of ₹10 billion (in the preceding 12 months) within six years of launch (as of September 30, 2022) launches a captivating campaign that pays homage to Durga Maa and her various forms, while celebrating the multifaceted spirit of womanhood with its exquisite range of makeup offerings.
The heart of this campaign is a soul-stirring film that serves as a heartfelt ode to Durga Maa and to women everywhere. This initiative’s core objective is to embrace and celebrate the diversity of womanhood in all its splendid forms. Mamaearth has collaborated with accomplished artists to reimagine various avatars of Maa Durga using Mamaearth makeup products.
The film begins with a mesmerizing montage of Durga Maa’s portraits, each capturing the essence of her nine divine avatars. It then seamlessly transitions into the hands of skilled artists crafting magnificent Durga sketches and paintings using Mamaearth’s versatile makeup range which includes lipsticks, Foundations, Concealer, Compact, Lip & Eye Tint, Kajal, Kohl, & Eye liner. Eastern India’s Durga Pujo serves as a powerful platform for these artists to showcase their creativity and devotion. These artworks beautifully represent the nine facets of womanhood: Strength, Devotion, Knowledge, Fierceness, Empathy, Fearlessness, Wisdom, and Success. Through this film, Mamaearth wishes to celebrate women and their virtues and reaffirm that every woman is an embodiment of the diverse avatars of Maa Durga.
Commenting on the same, Honasa Consumer Ltd chief marketing officer Anuja Mishra commented: “In the spirit of Durga Puja and the celebration of womanhood, Mamaearth’s new campaign is a heartfelt tribute to both Durga Maa and women everywhere. We’ve taken an innovative path by collaborating with
artists who have beautifully reimagined Maa Durga’s avatars using the vibrant colors from Mamaearth’s makeup range. This initiative is our way of embracing and celebrating the diverse facets of womanhood. Just like the nine divine avatars of ‘Nobodurga,’ every woman embodies strength, devotion, knowledge, fierceness, empathy, fearlessness, wisdom, and success. Through this film, we pay homage to the eternal muse of Durga Maa and the inspiring women who carry her spirit within them.”
Comments from Havas Creative chief creative officer Anupama Ramaswamy, “As Pujo season approaches, the vibrant spirit of Durga Ma showcases the artistic creations of numerous talents. It’s a time when women of all generations grace the pandals in their finest attire, radiating confidence and charisma. Naturally, when we envisioned a Durga Puja campaign for Mamaearth, their Makeup Range seemed like the perfect match. We needed something disruptive and that’s how we thought of bringing 4 artists on board to do what they do best. Bring the 9 forms of Durga on their canvases. Everything remains the same. The only twist — there are no paints used at all, only Mamaearth lipsticks, kajals and foundations. The campaign draws parallels between how artists use Paints as Shringar to bring out the avatars of Durga and how women use Makeup as Shringar to bring out their own avatars. In doing so, we celebrate what Durga Ma truly represents — the multifacetedness of being a woman.”
The 54-sec film is conceptualised by Havas Media worldwide.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
