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HomeThink TankCampaign DissectionMamyPoko Pants Unveils Extra Absorb Pants with #PowerofDeepSleep Campaign  

MamyPoko Pants Unveils Extra Absorb Pants with #PowerofDeepSleep Campaign  

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MamyPoko Pants, a prominent name in the realm of baby diapers, has raised the bar with the launch of its latest innovation – the Extra Absorb Pants. This breakthrough product, enriched with over 30 patented technologies, is the result of five years of intensive research in deep absorption technology. As the brand sets a new standard in the market, let’s delve into the features and benefits that make Extra Absorb Pants a game-changer for parents.

MamyPoko Extra Absorb Pants- Unveiling the Advanced Technology:

The Extra Absorb Pants by MamyPoko represents a significant leap forward in ensuring the well-being and comfort of babies. Designed with the revolutionary FlexiFit feature, it provides 2X protection against thigh leakage, alleviating the stress of mothers and allowing their little ones to experience uninterrupted deep sleep. The incorporation of a third layer takes absorption to a new level, extending its capacity to an impressive 12 hours.

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MamyPoko Pants #PowerofDeepSleep Campaign

Understanding the profound impact of deep sleep on a child’s development, MamyPoko Pants has centered its campaign on the #PowerofDeepSleep. The brand emphasizes that a happy and well-rested baby contributes not only to the child’s happiness but also to the overall joy of the mother. By providing tranquil, extended periods of deep sleep, the Extra Absorb Pants empower mothers with the time to balance their responsibilities and rejuvenate.

A Multimedia Approach to Spread the Message

To reach a wider audience, MamyPoko Pants has employed a comprehensive 360° marketing approach. The campaign includes a captivating TV commercial (TVC), a Digital Video Commercial (DVC), and an innovative AI-led, CGI ad film, all encapsulating the theme of uninterrupted deep sleep. Leveraging the power of digital platforms, the brand has engaged in influencer activities, collaborating with television celebrity Neha Marda and partnering with mommy bloggers to enhance visibility and brand recall among mothers.

Grapes: The Architect Behind the Campaign

The creative force behind the #PowerofDeepSleep campaign is Grapes, an integrated communication agency. Elaborating on the campaign, Shradha Agarwal, Co-founder and CEO of Grapes said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.”

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A Commitment to Comfort

Speaking on the same, Toshiyuki NakamuraVice President Marketing of Unicharm said, “The launch of the Extra Absorb Pants marks our commitment to ensure the comfort of babies aimed at enriching and easing the motherhood journey. In the quest to support mothers in raising their babies, we created the new product after conducting extensive research and integrating innovative technologies that ensure uninterrupted deep sleep. The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep-in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualized to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.” 


As MamyPoko Pants takes a stride into the future of baby care with the Extra Absorb Pants, it not only introduces a cutting-edge product but also reinforces its commitment to supporting mothers in their parenting journey. The campaign’s success lies not just in technological innovation but in the brand’s dedication to understanding and meeting the evolving needs of both babies and their caregivers.

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