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Mortein launches ‘Ab Raho Befikar’ campaign featuring Preity Zinta

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Parenthood is a journey marked by love, joy, and the inherent desire to shield our little ones from harm. Amidst the myriad of responsibilities, safeguarding our children from mosquito-borne diseases emerges as a top priority. Recognizing this, Mortein, a trusted name in pest control, launches its latest campaign, ‘Ab Raho Befikar,’ featuring renowned actor Preity G Zinta. This campaign celebrates the dedication of mothers and empowers them to embrace parenthood confidently with Mortein’s Mosquito Fight Technology (MFT).

Understanding the Essence of Parenthood:

Parenthood signifies a transformative phase in one’s life, characterized by boundless love and a heightened sense of responsibility. With the arrival of a new baby, families undergo significant lifestyle changes, and ensuring the safety and well-being of the little one becomes paramount. Amidst these changes, the threat of mosquito-borne diseases poses a constant challenge for parents, especially new mothers.

Mortein: ‘Ab Raho Befikar’ campaign

Conceptualised by Havas Worldwide India, Mortein’s ‘Ab Raho Befikar’ campaign seeks to alleviate the concerns of new mothers by providing them with a reliable solution against mosquitoes.

Speaking on her association, actor and campaign ambassador Preity G Zinta said, “As a mother, I recognise the immense responsibility we carry to protect our children from every threat, including those tiny but formidable mosquitoes. Mortein’s Mosquito Fight Technology isn’t just about repelling insects; it’s about empowering mothers to fearlessly embrace parenthood. So, let’s embrace life ‘Ab Raho Befikar’– unburdened by worries, knowing that our love and Mortein’s protection envelop our homes.”

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‘Ab Raho Befikar’ campaign Highlighting Mosquito Fight Technology:

At the heart of the campaign lies Mortein’s Mosquito Fight Technology, a revolutionary formulation designed to combat mosquitoes effectively. This innovative technology offers rapid and long-lasting protection against a myriad of mosquito-borne diseases, ensuring a safe environment for families to thrive. With its fast-releasing composition, MFT stands as a pillar of support for mothers, empowering them to create a sanctuary of protection for their loved ones.

No Compromises, Only Protection:

The campaign emphasizes the uncompromising stance of mothers when it comes to the safety of their children. Through poignant storytelling and relatable scenarios, ‘Ab Raho Befikar’ underscores the importance of making no compromises when it comes to safeguarding one’s family against mosquito-borne illnesses. With Mortein’s Mosquito Fight Technology, mothers can bid farewell to worries and embrace parenthood with a sense of liberation, knowing that their homes are fortified against potential threats.

Saurabh Jain’s Perspective:

Saurabh Jain, regional marketing director, South Asia – Hygiene, Reckitt, said, “At Mortein, we empathise deeply with the challenges faced by families in safeguarding their loved ones from the threats of mosquito-borne diseases. As we introduce our latest campaign, we stand with pride, shining a spotlight on the indispensable role of mothers in this ongoing battle. With Mortein’s Mosquito Fight Technology, we reaffirm our dedication to equipping young mothers with a superior solution, making them fearless of mosquito-borne diseases. This initiative empowers mothers everywhere to navigate the journey of motherhood with unwavering confidence and peace of mind.”

Anupama Ramaswamy’s Insights:

Anupama Ramaswamy, chief creative officer, Havas Worldwide India, said, “It all started from the discovery of a fascinating insight-the behavior shift that a house undergoes when a family anticipates or welcomes a new baby. The lifestyle changes, fear, concern, and more. This led us to selecting ‘A New Mother’ as our spokesperson. It was mosquitoes vs maternal instincts! So, Preity Zinta, the modern mom with her trustworthy voice skillfully conveyed the message of how a mother seeks nothing less than 100% because just one mosquito can turn into a menace. Mortein: Ab Raho Befikar campaign adopted a very candid yet highly impactful approach. Through the ‘no compromise’ perspective of a mother, we established the product’s efficacy while touching the emotional chords of every Indian home.”

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Let’s wrap up: Mortein Campaign

In a world filled with uncertainties, Mortein’s ‘Ab Raho Befikar’ campaign emerges as a beacon of reassurance for mothers everywhere. By combining advanced technology with heartfelt storytelling, Mortein reaffirms its commitment to protecting families and empowering mothers on their journey through parenthood. With Mortein’s Mosquito Fight Technology, parenthood becomes a joyous and fulfilling experience, devoid of apprehensions about mosquito-borne diseases. Let us embrace life fearlessly, unburdened by worries, knowing that Mortein’s protection envelops our homes.

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