Conceptualized by Korra Worldwide, the ad campaign titled ‘Touch of Goodness’ is launched along with the launch of the plant-based diapers and the ‘Plant Goodness’ initiative.
November 02, 2020
Mamaearth has rolled out a new campaign titled, Touch of Goodness, alongside the launch of its plant-based diapers in the country. Conceptualized by Korra Worldwide, the ad film featuring actress Shilpa Shetty Kundra communicates the idea of maternal instincts and it focuses on a mother’s desire for the best products for her child.
The ad depicts the story of a mother and her toddler, who is inquisitive and wants to discover everything by touching. As a mother, she wants to be assured that no touch is harsh on her toddler, and everything that touches her kid is good. It then shows the mother cuddling with the baby and promising that she would only let the goodness of nature touch her little one, highlighting the #TouchofGoodness campaign of Mamaearth plant-based diapers. The digital film is a 40-second video and will be followed by shorter edits of 30 seconds and 15 seconds, highlighting various product facets of the brand.
Ghazal Alagh, co-founder and CIO, Mamaearth, said “Since millennial parents are exceedingly becoming aware of the products that they would like to use for their toddlers and are choosing nature’s goodness. That was the underlying thought behind the campaign #TouchofGoodness. The film also reflects a mother’s desire to want the touch of goodness for their baby. Our recent ‘Plant Goodness’ initiative wherein we link every order to a tree we plant, has been well received by the millennials. We hope that #TouchofGoodness will also resonate with them, and they come forward in choosing the touch of goodness with us and our products.”
According to Deepak Kumar, head of creative, Korra Worldwide, the film is an ode to the beautiful world every mother wants her baby to be brought up in and how she will always make sure that everything her kid touches has the ‘touch of goodness.’