Snuggy Gold sends a blue signal when a baby needs a diaper change

Nobel Hygiene has re-launched its flagship product Snuggy as Snuggy Gold and has rolled out a campaign to highlight its new brand identity. 

Conceptualised by The Womb, the film spreads awareness about the brand's ‘wetness indicator strip’. 

The film opens with a shot of a mother in a snake boat being rowed by locals in Kerala to her newborn child offshore. The mother in the film asks the men rowing the boat to paddle faster as she receives the signal of her baby needing a diaper change. The film, through a quirky dialogue ‘neela matlab geela’ (blue means wet) features the brand’s revived offering. 

Kartik Johari, vice president-marketing and commerce, Nobel Hygiene, said, “Whether a busy Bombay apartment or the backwaters of Kerala—one drama plays out the same—the drama of a frantic parent checking to see if it's time for a diaper change. The Snuggy Gold diaper, with its ‘neela matlab geela’ solution solves this issue—a feature that we highlight in our TVC. When we sat down to brainstorm with our agency The Womb, we knew we wanted something different, something as away from the usual visual mould of diaper ads, seeped in the Keralite ethos of India's oldest Made in India diaper, Snuggy. The result is this ad that we had a lot of fun making, and hope you will have equal fun watching.”   

Suyash Khabya, creative head, The Womb, said, “Advertising in the baby product category is filled with cliches. Snuggy is a legacy brand and is one of the market leaders in the South. And like a true leader, they aim to change the language of communication, break the clutter and thus, make the category interesting enough to bring in more users. So, what if she's a first-time mother, she does enjoy humour and loves to watch something funny. That's what we have done. We took something cultural in the South, married it to a much-needed product feature, sprinkled it with a catchy line - neela matlab geela and went slightly over the top with the execution. All so, it becomes interesting to watch.”

The campaign is rolled out on digital platforms, including Facebook, Instagram and YouTube. 

CREDITS: 

Brand: Nobel Hygiene 

Agency: The Womb

​Vice president- marketing and commerce: Kartik Johari 

Founding partners: Kawal Shoor and Navin Talreja 

Creative team: Suyash Khabya, Paritosh Lonkar, Ankita Sawant

Planning team: Manisha Sain, Devanshi Shah and Ramanathan V

Account management team: Heval Patel, Omkar Kulkarni, Pranesh Arde and Bijal Tanna

Production house: Bang Bang 

Director: Ryan Mendonca

Producer: Roopak Saluja, Kareena Dalal and Zuleikha Gupta