As winter approaches, Mamaearth, the trusted skincare brand under the umbrella of Honasa Consumer, has unveiled its latest integrated marketing campaign to address the common concern of dry and dull skin during the colder months. Renowned actor and brand ambassador Shilpa Shetty Kundra takes center stage alongside the talented actress Ahsaas Channa, who has recently signed a year-long contract with the brand to represent its face category campaigns.
Mamaearth Winter Campaign: The Narrative
The heartwarming campaign opens with Shilpa Shetty Kundra reveling in the winter air, eagerly welcoming the season. In contrast, her friend, portrayed by Ahsaas Channa, expresses her discontent with winter due to the effects it has on her skin, which becomes dry and dull. The storyline takes an interesting turn when Shilpa, with her characteristic dramatic flair, suggests using a moisturizer to combat winter’s harsh impact on the skin.
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Ahsaas, initially skeptical and mocking of the idea that moisturizers can prevent skin dullness during winter, is playfully interrupted by Shilpa, who hands her Mamaearth’s Vitamin C Oil-Free Moisturiser. This particular product is highlighted for its dual benefits – providing essential hydration while preserving a natural glow, debunking the myth that moisturizers lead to dull skin. The subsequent scene unfolds at a picturesque picnic setup, where Ahsaas arrives with radiant skin, prompting Shilpa to dramatically appreciate her friend’s newfound radiance after using Mamaearth’s oil-free moisturizer.
The campaign’s simplicity effectively captures the essence of Mamaearth’s philosophy and product proposition, emphasizing inner goodness and natural rejuvenation. The duo’s banter and camaraderie serve as a relatable portrayal of the timeless struggle faced by many during the winter season – the choice between moisturized skin and a radiant glow.
Ghazal Alagh, Co-founder and CIO at Mamaearth views
Ghazal Alagh, co-founder and CIO at Mamaearth, underscores the brand’s commitment to providing effective solutions to consumers. As winter approaches, the challenge of dry and dull skin is a prevalent concern, and Mamaearth aims to offer an ideal solution that not only nourishes but also rejuvenates the skin naturally. The Vitamin C Oil-Free Moisturiser, featured prominently in the campaign, is positioned as the go-to product for millennials seeking nature’s goodness in their skincare routine.
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Anupama Ramaswamy
Anupama Ramaswamy, Chief Creative Officer at Havas Worldwide India, shares insights into the creative process behind the campaign. The winter dilemma of choosing between moisturized or glowing skin is portrayed as a tough decision that often leaves individuals concerned about their skin’s well-being, potentially dampening the joy of the winter season. The heartwarming narrative weaves a tale between two friends—one experienced and the other still exploring—unraveling the quest for the perfect skincare solution.
Let’s Wrap Up the Winter Campaign of Mamaearth
Mamaearth’s winter campaign featuring Shilpa Shetty Kundra and Ahsaas Channa not only addresses a common skincare concern but also delivers a powerful message about the brand’s commitment to providing natural and effective solutions. The campaign’s relatable storyline, coupled with the charismatic performances of the brand ambassadors, is sure to resonate with millennials seeking skincare products that align with nature’s goodness. As winter approaches, Mamaearth invites everyone to embrace the season with radiant and nourished skin, debunking the age-old dilemma of choosing between moisturized or glowing skin.
