MAM
Mee Mee celebrates World Breastfeeding Week 2020
Mee Mee, a baby care brand under the group of Me N Moms retail stores, is driving the communication through their campaign. This year, their central campaign, #FromOneMotherToAnother, brings to the forefront emotional and thought-provoking insights to draw the audience’s attention and create awareness around this. The campaign launched by SoCheers strives to educate, inform, and empower mothers to take a pledge to continue breastfeeding for its positive impact on a baby’s, and the Earth’s, health!
As this is the 29th celebration of World Breastfeeding Week 2020, the theme is to inform the world about breastfeeding’s many benefits – especially to Mother Earth. Breastfeeding benefits your baby by supplying the essential nutrients and antibodies to protect them but not many know that, along with keeping a baby healthy, it creates a healthier space for our planet too. In order to educate mothers that their decision to breastfeed not only helps the baby but also the earth
“Mee Mee has always strived to celebrate World Breastfeeding Week and spread the importance of breastfeeding and its benefits far and wide and with our campaign this year, we are hoping to make a bigger impact and a difference in the support extended to breastfeeding”, said Ms. Aneesha Khattar, Marketing Head, Mee Mee.
Even though times are becoming more progressive, a large section of women often shy away from the topic of breastfeeding and discussions related to the same. Mee Mee’s previous campaigns ‘Moms Milk Matters’ and ‘It’s Ok To Do It In Public’, educated and empowered moms to embrace breastfeeding and start a conversation around its many benefits! Taking these thoughts forward, Mee Mee built on them and launched #FromOneMotherToAnother that brings to light the environmental impact of breastfeeding and aims to educate moms about how their pledge to breastfeed can nurture their baby and help flourish the Earth’s too.
Speaking on the campaign, Ms. Rajni Daswani, Director at SoCheers said, “Each year, we strive to celebrate World Breastfeeding Week and normalize the conversations around breastfeeding. Through the campaign, #FromOneMotherToAnother, our intent is to get moms to understand how breastfeeding is better for their baby’s health and for the Earth’s, and get them to support Mee Mee by taking a pledge to continue to breastfeed. We are happy to partner with Mee Mee in taking forward this message to mothers at large.”
The campaign is live on Mee Mee’s social media platforms and, to further amplify their reach and get more moms to be a part of the discussion, Mee Mee joined hands with influencers like Gurbaani, Sonam Sahid Khan, Radhikka Karkare, Stuti Agarwal & Vatsala Mittal Jain to take the pledge to breastfeed their babies and hence save on resources that would have been generated otherwise. The campaign also included a success story video, showcasing the amount of support we received from 100+ moms everywhere in spreading awareness of the theme and making the difference needed.
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Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
