Mamaearth, the esteemed brand under Honasa Consumer, has unfolded its winter marketing campaign featuring the illustrious actor and Brand Ambassador, Shilpa Shetty Kundra, in collaboration with the talented actress Ahsaas Channa. Ahsaas has signed a noteworthy year-long contract to represent the brand in its face category campaigns, marking a strategic move to enhance the brand’s representation.
The heart of this campaign revolves around Mamaearth’s Vitamin C Oil-Free Moisturiser, positioned as the quintessential solution for combatting dry and dull skin during the impending winter months. The narrative unfolds with Shilpa Shetty embracing the winter air, radiating excitement for the season. On the flip side, her friend, portrayed by Ahsaas, doesn’t share the same enthusiasm, expressing concern about the impact of winter on her skin. With a touch of dramatic flair, Shilpa intervenes, suggesting the use of a moisturizer. Ahsaas, in a humorous exchange, dismisses the idea, claiming moisturizers tend to dull the skin. To prove her point, Shilpa playfully hands over Mamaearth’s Vitamin C Oil-Free Moisturiser, emphasizing that it not only provides essential hydration but also imparts a natural glow without compromising on skin vitality. The subsequent scene transports us to a picnic setup where Ahsaas arrives with radiant skin, prompting Shilpa to marvel at her friend’s newfound glow post the use of Mamaearth’s oil-free moisturiser. Together, they highlight the dual benefits of the moisturiser, culminating in a warm welcome to the winter season.
The simplicity of the film serves as a poignant representation of Mamaearth’s core philosophy, centering around the goodness of natural ingredients. Ghazal Alagh, co-founder and CIO at Mamaearth, expressed the brand’s commitment to offering effective solutions, particularly as the winter season approaches. The challenge of dry and dull skin resonates with many, and Mamaearth is eager to present an ideal solution that not only nourishes but also rejuvenates the skin naturally.
Anupama Ramaswamy, chief creative officer at Havas Worldwide India, provided insights into the creative direction of the campaign. She emphasized the relatable winter dilemma faced by many—choosing between moisturized or glowing skin. This decision often becomes a concern for individuals, affecting their enjoyment of the winter season. The heartwarming narrative weaved between the seasoned Shilpa Shetty and the exploring Ahsaas Channa unfolds a quest for the perfect skincare solution, adding a layer of emotion and relatability to the brand’s message.
In essence, Mamaearth’s winter campaign not only introduces a stellar product but also communicates a narrative that resonates with the universal struggle for the perfect skincare regimen, beautifully wrapped in the warmth of the upcoming winter season.
