MAM
Mother Sparsh launches social media campaign #UnscentedHappiness
MUMBAI: Mother Sparsh – India's leading organic and eco-friendly baby care products brand is successfully running an online campaign on Instagram and Facebook called #UnscentedHappiness. Began in November 2019, the campaign is an extension of Mother Sparsh's focus on using eco-friendly products for children. Their naturally assembled 99% pure water-based baby wipes are equivalent to the natural as love and care of a mother. To further emphasize on this, Mother Sparsh's #UnscentedHappiness campaign is all about the happiness of mothers with their kids and a mother’s pledge to choose purity over artificial for her little one.
With an aim to expand its reach to new mothers, #UnscentedHappiness campaign focuses on new members to participate and follow their social media pages. The campaign will be live till December 31, 2019 and 10 lucky participants stand a chance to win a shopping voucher of Rs. 2000 each until December 14, 2019.
Mother Sparsh founder, and head brand strategist Rishu Gandhi "Mother Sparsh is primarily known for its eco-friendly water-based baby wipes and other environment-friendly products. The ongoing campaign #UnscentedHappiness is all about the bond and happiness of mothers with their kids. As per our internal study, many people find it difficult to come across the right products for their kids and we hope more mothers who want nothing less than the best for their children will join us in the mission via this campaign." She further added "We will continue to make similar campaigns on social media so that more people in need of the right baby products can discover us easily."
Approx 1 million women will be involved in the campaign and more are joining with each passing day to date. Mother Sparsh is an ingenious Eco-friendly baby care brand focused on delivering a holistic experience to the mothers and babies with their natural; eco-friendly, biodegradable, paraben-free and chemical-free offerings. The brand is known for its innovation and revolutionary product segment. Hence, the brand has sold over more than its 5 lack eco-friendly water-based wipes thus avoiding over 100 tonnes of plastic waste to get into our eco-system and it is also recognized by various research organizations for their innovation in the field of personal care wipes market. The brand has a wide set of natural products including ayurvedic tummy roll-on, natural insect repellent and more.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
