MAM
Digital brands make the most of Mother’s day
MUMBAI: With Mother’s Day round the corner, brands have pulled out campaigns targeting moms and their interests. Brands observe special days like these with special offers, advertisements and messages targeting potential consumers. Mother’s day comes with a sentiment of gratitude towards women and the role that they play being in that shoe. Brands incorporate the significance of the day in many communication ways; some grab the opportunity to promote their brands as best gifting options while others go on glorify motherhood for brand promotions.
Mobile services market place, UrbanClap, this year has launched a campaign ‘Wow a Mom’. It has partnered with discovery and networking app for moms BabyChakra to launch the campaign, which ran from 21 April to 29 April, where kids could create their mom’s profile and upload it on the micro site. The reward for the maximum voted profile was a day long pampering from UrbanClap.
UrbanClap co-founder Varun Khaitan expresses, “Experiencing the gift of motherhood is one of life’s greatest joys. The unbreakable bond between a mother and child showcases exemplary love and strength between them. To celebrate and honor that essence, we have partnered with BabyChakra to launch the ‘Wow a Mom’ campaign for Supermoms.”
The eCommerce fashion retailer, Faballey has also ventured with the campaign #GraciasMOM on the occasion. The brand is offering a free customized gift card and scarf to be sent to moms on a purchase of INR 1000 or above. The page on which the customer will land up after completing the purchase will give a brief on the campaign and from there they can send a brief message for their mom’s along with her address.
The electronic retailer, Croma has put in a strategy on the occasion to target women consumers. It has launched a Women’s Online Shopping Festival #WOSF, conceptualized by VelvetCase.com. The festival has introduced deals and offers to provide a great basket value to the Indian female consumer. In the CDIT category, Croma is bringing forth a gamut of products with exclusive offers specially designed for the audience.
Infiniti Retail Limited CEO Avijit Mishra says “Being part of a platform like WOSF will help Croma reach out to a key target group, the modern Indian woman, who is a key influencer and now a decision maker for majority of household electronic purchases.”
Similarly, the diamond retailer, Platinum has taken this opportunity in promoting its offerings as the best gifts for mom. The range of chains and pendants, earrings, necklaces, bracelets and bangles is marketed as a worthy gift for worthy mothers.
On the other hand, Housejoy has initiated a campaign, where it is featuring single moms and their everyday struggle to cope with the challenges between household and work. The brand has promoted itself with moms expressing how Housejoy is relieving their everyday stresses.
Explaining the campaign Housejoy CEO Saran Chatterjee shares, “They are the true inspiration to Housejoy as they are the greatest multi-taskers. They have this great ability to balance their chores, careers and children perfectly. Housejoy looks up to these single mothers and strives to lend an arm by maintaining their house in the most convenient way.”
Brands have used various ways to market their products and make women feel relevant to them. The campaigns above have involved promoting their products using varied aspects of motherhood from being super mom to gracious moms.Most of the campaigns mentioned above have used digital platforms to push the campaigns and keeping the emotional aspect of the day intact.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
