Ad Campaigns
Mamaearth launches campaign celebrating timeless maternal wisdom
Mumbai: Mamaearth, a brand for toxin-free and natural personal care products, has launched its latest campaign celebrating the timeless wisdom of mothers and the profound impact they have on shaping their children’s lives.
Titled “Maa Paas Nahi, Toh Mamaearth Hi Sahi,” the campaign is a heartfelt tribute to the enduring love, guidance, and support that mothers offer, inspiring Mamaearth to create products rooted in the wisdom of traditional remedies and grandmothers ‘nuskha’.
The campaign captures the essence of maternal love and care while viewers are drawn deeply into the personal story of a new mom facing life’s challenges without the physical presence of her mother. The film introduces us to a new mom struggling to soothe her crying baby, desperately missing the comforting advice and ‘nuskha’ her own mother used to offer. Through a video call, she expresses her feelings of helplessness until she discovers Mamaearth’s Easy Tummy Roll-On, a gentle reminder of her mother’s love and care. It’s a powerful moment of realization that even when her mom isn’t there, Mamaearth’s products bring a sense of comfort and familiarity.
Sharing her thoughts on the campaign, Honasa Consumer Ltd EVP and chief marketing officer Anuja Mishra said, “For Mama earth, this campaign is not just a message but a reflection of our beginnings — a journey sparked by the timeless wisdom and nurturing love of a mother. We understand that there may be times when you may need to be away from your mom, yet still seek her advice. No one can substitute a mother, but as a brand, our endeavour is to bring Maa’s age-old beauty and care secrets
to you. From traditional remedies to modern-day practices, mothers have always stood as pillars of family well-being, passing down invaluable wisdom through the ages. Drawing inspiration from this deep-rooted understanding, our campaign celebrates the enduring legacy of motherhood and honours the unique journey of each mother who has nurtured, protected, and empowered her children, even from afar. This campaign not only underscores our commitment to innovation and responsiveness to evolving consumer needs but also reflects our dedication to harnessing the inherent power of nature to create safe and effective products for new mothers and their families.”
Havas Worldwide India chief creative officer Anupama Ramaswamy commented, “Mother knows best. She knows the unsaid things and what’s best for her child. It’s in her pearls of wisdom drawn from age-old traditions. And yet, she will not forever be around. And that’s when you miss her and her small nuskhe the most that made life so easy. We are proud to bring these nuskhe to life in easy-to-use ways, making it feel like maa is always near you. With this, we crafted two heartwarming stories of a struggling new mom and a fresh out-of-home teenager, each looking to their mothers for help and how the mother already knew what’s best for them.”
The campaign showcases Mamaearth Easy Tummy Roll-On in the film which resonates deeply with the theme of maternal care. The Roll-On is a soothing remedy for babies digestive discomfort, echoing the traditional practice of using hing-infused water to ease stomach troubles, colic or gas discomfort.
This 83-second ad film was conceptualised by Havas Worldwide India, and the brand plans to launch another film under the ‘Maa Paas Nahi, Toh Mamaearth Hi Sahi’ campaign.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
