MAM
Mamaearth unveils new campaign with Shilpa Shetty to promote baby care range
Mumbai: FMCG brand Mamaearth has launched a national television advertisement on Milky Soft Baby Care range featuring Shilpa Shetty Kundra. The TVC film conceptualised by Korra Worldwide highlights the goodness of natural ingredients and the proof of safety in Milky Soft range of baby care products.
The television commercial highlights the proof of safety of Mamaearth baby care range with no-toxins and safe proposition along with ‘Made Safe’ certification, the brand said in a statement.
The film starts with the Bollywood actor playing with her baby when her friend comes to visit carrying a big hamper for the baby. Visibly upset at her friend’s delay, Shilpa enquires the reason for being late, when the friend shows her the basket of goodies as the cause for the delay which also contains Mamaearth Milky Soft range products. Shilpa asks the reason for choosing Mamaearth goodies for the baby, when the friends says that the products have no-toxins and have proof for being safe. She then cheekily shows that she has already been using Mamaearth Milky soft range which has the goodness of oats and milk proteins that provide the required nourishment to the baby’s skin, along with Made Safe certification ensuring that the products are safe.
Commenting on the campaign, Mamaearth co-founder and CIO Ghazal Alagh said, “Millennial parents are increasingly become conscious and aware of the ingredients the products they use on their babies. They are looking for products that have claims and proof for being free of chemicals and safe. Hence, Mamaearth Milky Soft range has the goodness of natural ingredients and toxin-free proposition along with Made Safe Certification, ensuring that the products are safe for their little ones. With the film, we have highlighted this exact proposition. We hope this thought resonates with the millennials and they come forward and choose natures goodness with us and our products.”
The launch of the television commercial marks the launch of the Milky Soft range, reinstating the brands leadership with safe and toxin-free products for baby care.
Commenting on this, Korra CEO Gaurav Nabh said, “Only a mother knows what is best for her child and will ensure that the baby grows up in a toxin free world. Building on this insight we are delighted to showcase our latest work where Shilpa is seen as a mother using and endorsing Mamaearth baby care milky soft range. The film also showcases that Mamaearth products are also fast becoming the most recommended & gifted products when it comes to celebrating the arrival of a new member to a family. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa.”
Korra chief creative officer Deepak Kumar said, “You don’t want anything bad ever to touch a baby. Even when you are buying or gifting one. So, we used the simple insight of thoughtful gifting for babies as a creative device in this light-hearted banter between two friends to showcase how choosing Mamaearth’s baby lotion is a no brainer for mothers as well as others. Mamaearth’s Made Safe certification helped reassure the no toxins promise.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
