The Himalaya Drug Company has rolled out a digital campaign which targets to-be-moms for a new range of products 'Himalaya For Moms'. Leading the campaign is a film conceptualised and produced by ShotReady.
The film is about a mother, who is writing a letter to her expecting daughter, emphasising the brand's message #BecauseYouNeedTakingCareOfToo. Her words are told through a voice over. She highlights the need of self-care post delivery, telling the to-be-mother that her life will change after the baby is born. Amid words of encouragement that she will make a great mother, the older woman reassures her daughter that she will be there for her, and always be proud of her.
NV Chakravarthi, general manager marketing, Himalaya BabyCare, said, "The core idea behind #BecauseYouNeedTakingCareOfToo is the insight that once a baby is born, moms have little time left to look after their personal care needs and self-care is mostly side lined. The video is an attempt to emphasise its importance with the help of safe and herbal product range for mothers."
He added, “Our research indicates that during pregnancy and post child birth, mothers are increasingly concerned about the products they apply on their body especially during the nursing phase. As a leading wellness brand, we wanted to provide a safe solution for expectant and new mothers that takes care of their specific requirements. The entire Himalaya 'For Moms' range has been formulated based on years of research combined with the goodness of herbs and the principles of aromatherapy.”
Siddharth Bhavnani, executive producer, ShotReady, said, "Our objective was to create a video that resonates with any mother. We wanted the narrative to be simple yet effective, to communicate the idea, #BecauseYouNeedTakingCareOfToo, and who best to narrate this than a mother to her expecting daughter. In order to bring some authenticity to the film we based our script on both research provided by the brand as well as experiences shared by real mums. We had a great all-woman directorial team, which took the lead on this film.They were able to connect with the subject matter on a deeper,realistic level and the result is a film we are proud of.”
Executive producer: Siddharth Bhavnani
Directors: Ambika Ganpathy, Nisha Abraham