MAM
Mamaearth’s campaign celebrates womanhood and Durga Maa
Mumbai: Mamaearth, from Honasa Consumer Ltd and the fastest growing BPC brand in India to reach an annual revenue of ₹10 billion (in the preceding 12 months) within six years of launch (as of September 30, 2022) launches a captivating campaign that pays homage to Durga Maa and her various forms, while celebrating the multifaceted spirit of womanhood with its exquisite range of makeup offerings.
The heart of this campaign is a soul-stirring film that serves as a heartfelt ode to Durga Maa and to women everywhere. This initiative’s core objective is to embrace and celebrate the diversity of womanhood in all its splendid forms. Mamaearth has collaborated with accomplished artists to reimagine various avatars of Maa Durga using Mamaearth makeup products.
The film begins with a mesmerizing montage of Durga Maa’s portraits, each capturing the essence of her nine divine avatars. It then seamlessly transitions into the hands of skilled artists crafting magnificent Durga sketches and paintings using Mamaearth’s versatile makeup range which includes lipsticks, Foundations, Concealer, Compact, Lip & Eye Tint, Kajal, Kohl, & Eye liner. Eastern India’s Durga Pujo serves as a powerful platform for these artists to showcase their creativity and devotion. These artworks beautifully represent the nine facets of womanhood: Strength, Devotion, Knowledge, Fierceness, Empathy, Fearlessness, Wisdom, and Success. Through this film, Mamaearth wishes to celebrate women and their virtues and reaffirm that every woman is an embodiment of the diverse avatars of Maa Durga.
Commenting on the same, Honasa Consumer Ltd chief marketing officer Anuja Mishra commented: “In the spirit of Durga Puja and the celebration of womanhood, Mamaearth’s new campaign is a heartfelt tribute to both Durga Maa and women everywhere. We’ve taken an innovative path by collaborating with
artists who have beautifully reimagined Maa Durga’s avatars using the vibrant colors from Mamaearth’s makeup range. This initiative is our way of embracing and celebrating the diverse facets of womanhood. Just like the nine divine avatars of ‘Nobodurga,’ every woman embodies strength, devotion, knowledge, fierceness, empathy, fearlessness, wisdom, and success. Through this film, we pay homage to the eternal muse of Durga Maa and the inspiring women who carry her spirit within them.”
Comments from Havas Creative chief creative officer Anupama Ramaswamy, “As Pujo season approaches, the vibrant spirit of Durga Ma showcases the artistic creations of numerous talents. It’s a time when women of all generations grace the pandals in their finest attire, radiating confidence and charisma. Naturally, when we envisioned a Durga Puja campaign for Mamaearth, their Makeup Range seemed like the perfect match. We needed something disruptive and that’s how we thought of bringing 4 artists on board to do what they do best. Bring the 9 forms of Durga on their canvases. Everything remains the same. The only twist — there are no paints used at all, only Mamaearth lipsticks, kajals and foundations. The campaign draws parallels between how artists use Paints as Shringar to bring out the avatars of Durga and how women use Makeup as Shringar to bring out their own avatars. In doing so, we celebrate what Durga Ma truly represents — the multifacetedness of being a woman.”
The 54-sec film is conceptualised by Havas Media worldwide.
Brands
Hemlata Sharma joins ONEOTT Broadband as chief business officer
Former Zee Media distribution head to steer growth, partnerships and strategy
MUMBAI: Hemlata Sharma has joined ONEOTT Broadband as chief business officer, bringing with her more than three decades of experience across television, telecom and media distribution.
Sharma most recently served as head distribution, research & CRM at Zee Media Corporation Limited, where she worked closely with editorial and senior management while overseeing distribution, consumer research and customer relationships for 14 news channels including Zee News, WION, Zee Hindustan and Zee Business, along with ten regional state channels.
In that role, she led nationwide distribution across platforms such as DTH, Hits, IPTV, cable networks and DD Free Dish. She also drove consumer research and strategic insights on a pan India scale, analysing content performance, anchor impact, programme slots and audience behaviour to guide editorial decisions and programming strategy.
Her portfolio also included managing one of the largest alliances with Zee Entertainment Enterprises Limited and overseeing the global distribution monitoring of Wion across North America, Mena, Europe, Africa, APAC and Australia.
Earlier, Sharma briefly served as head sales and distribution at Triplecom Media Pvt Ltd, an engagement driven OTT platform bringing together content, gaming, music and advertising for the entertainment distribution ecosystem.
Her earlier career includes a senior vice president stint at Ten Sports Network, where she played a key role in relaunching the sports broadcaster as an independent bouquet comprising Ten Sports, Ten Cricket, Ten Action and Ten Golf following the Zee takeover. During this period, she moved from vp west to head strategy for cable and dth and later national head retail distribution, helping build the network’s retail distribution vertical across India and launching dedicated golf and football channels.
Before that, Sharma spent over six years at Bharti Airtel as general manager operations for Madhya Pradesh and Chhattisgarh. She initially led marketing and corporate communications before moving into sales leadership, where voice sales grew by 86 per cent and revenues by 96 per cent. She later headed business operations, expanding annual business volumes to Rs 100 crore while significantly reducing operational costs.
Sharma began her long association with the media distribution ecosystem at Zee Entertainment Enterprises Limited as regional head sales and distribution for central India. During that period, she played a role in the early rollout of pay television channels including Zee Cinema, HBO, Nickelodeon and Cartoon Network, while also contributing to the launch of Siti Cable in key central Indian cities.
With her new role at ONEOTT Broadband, Sharma is expected to focus on strengthening business strategy, expanding partnerships and driving growth across the company’s broadband and digital distribution ecosystem.
