NEW DELHI: Mamaearth, the toxin-free personal care startup, announces its brand purpose as “Goodness Inside”.

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.

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Fireside Ventures partner VS Kannan Sitaram 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."

MamaEarth co-founder Ghazal Alag 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 film is 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.

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Korra CEO Gaurav Nabh said, “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.

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