MAM
Mamaearth rolls out new campaign “#IssWinterGlowNaturally” with Shilpa Shetty Kundra
Mumbai: Mamaearth has launched its latest integrated marketing campaign, “#IssWinterGlowNaturally,” featuring Shilpa Shetty Kundra.
The campaign film was created by Mamaearth’s internal creative team and produced by Estoot.
The campaign film highlights the brand ideology of bringing the wisdom and goodness of household DIY recipes into easy-to-use formats with the same goodness of natural ingredients without any toxins. What’s the most frequently used recipe in Indian households for dry and dull winter skin? Of course, it’s honey and malai.
The film opens with Shilpa Shetty Kundra walking into her friend’s house and unfolding a scenario that leaves her intrigued and confused. To help her friend with a trusted natural solution without all this ‘chip chip’ and ‘jhanjhat’, Shilpa recommends Mamaearth Honey Malai Cold Cream. Crafted with the goodness of natural ingredients like ‘honey’ and ‘malai,’ the cold cream is toxin-free and made safe certified. She is positioning Mamaearth Honey Malai as an easier way of giving one’s skin the moisturization and nourishment it needs this winter.
The film is a simple yet powerful representation of the brand’s philosophy and product proposition of “goodness inside.”
Talking about the campaign, Mamaearth co-founder and chief information officer Ghazal Alagh said, “With the growing awareness of the benefits of traditional ingredients and recipes, millennials are increasingly looking for products with natural ingredients that are safe. Mamaearth has been striving to bring together nature’s goodness with science and create a product portfolio inspired by our grandmother’s kitchen recipes and filled with goodness inside. Honey and malai are very common ingredients that we have seen at home for ages; hence, we decided to launch this range and present to our consumers a product that provides the goodness of these ingredients hassle-free. Through this film, we have tried to highlight the latest proposition and offering, and we are certain it will resonate with the millennials, and they will choose nature’s goodness with Mamaearth’s Honey Malai range.”
“I have always strongly believed in traditional homemade tricks and age-old self-care hacks. One of the reasons for partnering with Mamaearth was their strong foundation in keeping the ethos of Ayurveda alive with ancient recipes innovating and catering to modern consumers today. With the Mamaearth Honey Malai Cold Cream, the brand reiterates its belief in the goodness of nature, not just in caring for your skin but also Mother Earth, and I hope the consumers relate to the film and choose Mamaearth goodness as I did,” says Shilpa Shetty Kundra.
Estoot founder Navkiran Brar added, “This campaign showcases our shared creative ethos: simple stories that are clutter-breaking. By mixing humour with traditional wisdom – like Honey Malai for dry winter skin – we’ve created an honest communication piece that will resonate with viewers of all ages.”
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
