MAM
Mamaearth unveils new campaign with Shilpa Shetty to promote baby care range
Mumbai: FMCG brand Mamaearth has launched a national television advertisement on Milky Soft Baby Care range featuring Shilpa Shetty Kundra. The TVC film conceptualised by Korra Worldwide highlights the goodness of natural ingredients and the proof of safety in Milky Soft range of baby care products.
The television commercial highlights the proof of safety of Mamaearth baby care range with no-toxins and safe proposition along with ‘Made Safe’ certification, the brand said in a statement.
The film starts with the Bollywood actor playing with her baby when her friend comes to visit carrying a big hamper for the baby. Visibly upset at her friend’s delay, Shilpa enquires the reason for being late, when the friend shows her the basket of goodies as the cause for the delay which also contains Mamaearth Milky Soft range products. Shilpa asks the reason for choosing Mamaearth goodies for the baby, when the friends says that the products have no-toxins and have proof for being safe. She then cheekily shows that she has already been using Mamaearth Milky soft range which has the goodness of oats and milk proteins that provide the required nourishment to the baby’s skin, along with Made Safe certification ensuring that the products are safe.
Commenting on the campaign, Mamaearth co-founder and CIO Ghazal Alagh said, “Millennial parents are increasingly become conscious and aware of the ingredients the products they use on their babies. They are looking for products that have claims and proof for being free of chemicals and safe. Hence, Mamaearth Milky Soft range has the goodness of natural ingredients and toxin-free proposition along with Made Safe Certification, ensuring that the products are safe for their little ones. With the film, we have highlighted this exact proposition. We hope this thought resonates with the millennials and they come forward and choose natures goodness with us and our products.”
The launch of the television commercial marks the launch of the Milky Soft range, reinstating the brands leadership with safe and toxin-free products for baby care.
Commenting on this, Korra CEO Gaurav Nabh said, “Only a mother knows what is best for her child and will ensure that the baby grows up in a toxin free world. Building on this insight we are delighted to showcase our latest work where Shilpa is seen as a mother using and endorsing Mamaearth baby care milky soft range. The film also showcases that Mamaearth products are also fast becoming the most recommended & gifted products when it comes to celebrating the arrival of a new member to a family. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa.”
Korra chief creative officer Deepak Kumar said, “You don’t want anything bad ever to touch a baby. Even when you are buying or gifting one. So, we used the simple insight of thoughtful gifting for babies as a creative device in this light-hearted banter between two friends to showcase how choosing Mamaearth’s baby lotion is a no brainer for mothers as well as others. Mamaearth’s Made Safe certification helped reassure the no toxins promise.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
