MAM
The Moms Co partners with Neha Dhupia for its haircare category; launches a new digital video campaign
Mumbai: The Moms Co., India’s leading toxin-free and natural personal care D2C brand, launches a new digital video campaign featuring Neha Dhupia for their Natural Protein Hair Care Range recognising the remarkable journey of motherhood and the changing needs that they go throughout the journey by supporting them with toxin-free hair care products made especially for moms.
The campaign highlights how every mother faces moments where their hair becomes a joyful playground for their little ones, recognizing the devotion and sacrifices that define motherhood. At The Moms Co., we understand these experiences and provide unwavering support throughout their journey with our Sulfate Free Natural Protein Hair Care Range, where we commit to care for each mother just as they care for their babies. The hair care range is infused with the enriching power of quinoa and wheat protein and promises to strengthen and nourish your hair by preventing hair fall as one embraces the transformative journey of motherhood offering our dose of care and indulgence.
Speaking on the launch The Good Glamm Group CEO – Good Brands Co. Sukhleen Aneja commented, “At The Moms Co., we are committed to supporting the evolving needs for every mom through every change. With this new campaign launch, we aim to extend our support to every mother experiencing motherhood woes by crafting products that are formulated using the finest natural ingredients catering to their needs. We aim to provide mothers with the results they are in search of and the nurturing care they truly deserve and stand as companions on her remarkable journey.“
Speaking about her association, actor and face of the campaign, Neha Dhupia commented, “As a mother myself, I understand the transformative journey that comes with motherhood. This campaign is a heartfelt reminder that we as moms deserve the very best in the hair care range that understand and celebrate the different phases of motherhood. Joining hands with The Moms Co. for the hair care range is an empowering experience as the brands hair care philosophy stands for embracing the incredible transformation that motherhood brings where all mothers are beautifully cared for.”
Speaking about the brand insight & idea, BBDO India CEO Suraja Kishore commented, “Becoming a mother is hard. It’s not all Instagram filters of perfection that people put out there. Culturally everyone gets over invested in the baby while the mom goes through an overwhelming experience full of complex emotions of joy, exhaustion, love, and worry, all mixed together. Therefore, when The Moms Co. briefed us, instead of looking for insights we chose to listen to confessions new moms had to share with us. It opened a flood gate of emotional data, like this one- “…becoming a mother changes your fundamental identity – be it your skin or hair, the way your body looks and the way you look at the world too changes overnight…for a newborn…mom’s body is a playground…” Basis this we arrived at the positioning for the Moms Co to be an empathetic friend and a midwife that offers toxin-free products like this one is for hair-fall…by bringing alive real confessions the brand strikes an emotional cord by with every mom through every change!”
With the latest campaign, The Moms Co. reiterates its vision to be there for mothers, every step of the way providing a nurturing foundation and enabling all supermoms to redefine the meaning of motherhood, weaving in self-care and empowerment with love. The campaign will debut on The Moms Co. social channels – YouTube & Instagram and will be further amplified across digital and mainline media. With the vision of fostering a smoother journey for mothers, The Moms Co. has also launched The Mompreneur Show India’s first-in-market reality show, empowering mompreneurs, and giving them a platform to spread awareness and make their business dreams a reality.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
