Mamaearth Celebrates Wisdom of Mothers in Latest Ad Film

An Indian brand for natural personal care products Mamaearth is celebrating the wisdom of mothers and the profound impact they have on shaping their children’s lives in the latest ad campaign ‘Maa Paas Nahi, To Mamaearth Hi Sahi’. It’s a tribute to the enduring love, guidance, and support that mothers offer.

They inspire Mamaearth to create products embedded in the wisdom of traditional remedies and grandmothers’ nuskha (techniques). Conceptualized by Havas Worldwide India, the 83-second ad film features a new mom struggling to soothe her crying baby. The new mom is missing the comforting advice and nuskha her own mother used to offer. Then through a video call, she expresses her feelings of helplessness until she comes across Mamaearth’s Easy Tummy Roll-On, a gentle reminder of her mother’s love and care.

Anuja Mishra, EVP and chief marketing officer, Honasa Consumer Limited, says for Mamaearth, this campaign is more than a message. “It’s a reflection of our beginnings – a journey sparked by the timeless wisdom and nurturing love of a mother. We understand that there may be times when you may need to be away from your mom, yet still seek her advice,” she said.

“No one can substitute a mother, but as a brand, our endeavor is to bring Maa’s age-old beauty and care secrets to you. From traditional remedies to modern-day practices, mothers have always stood as pillars of family well-being, passing down invaluable wisdom through the ages. Drawing inspiration from this deep-rooted understanding, our campaign celebrates the enduring legacy of motherhood, and honors the unique journey of each mother who has nurtured, protected, and empowered her children, even from afar.”

Mishra said the campaign emphasizes their commitment to innovation and responsiveness to evolving consumer needs. She added the campaign reflects their dedication to harnessing the inherent power of nature to create safe and effective products for new mothers and their families.

Anupama Ramaswamy, chief creative officer at Havas Worldwide India, said Mother knows best. “She knows the unsaid things and what’s best for her child. It’s in her pearls of wisdom drawn from age–old traditions. And yet, she will not forever be around,” she said. “And that’s when you miss her and her small nuskhe the most that made life so easy. We are proud to bring these nuskhe to life in easy-to-use ways, making it feel like maa is always near you. With this, we crafted two heartwarming stories of a struggling new mom and a fresh out-of-home teenager, each looking to their mothers for help and how the mother already knew what’s best for them.

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Nandika Chand