Kimberly-Clark’s flagship baby care brand, Huggies, has rolled out a campaign called #SahiWaliFeeling. The campaign aims to help Huggies partner with new moms in their ‘motherhood’ expedition. With the understanding that mothers are constantly reeling under the pressure of perfect parenting, the brand aims to champion a mother’s instinct by advocating the belief that #MomWaliFeeling hai #SahiWaliFeeling (the ‘mom’ feeling is the right feeling’). Ogilvy India has conceptualised the campaign.
Speaking about the campaign, Saakshi Verma Menon, marketing director, Kimberly-Clark India, said, “Navigating motherhood can be a daunting task even for the naturally confident millennial mothers. However, despite all the chaos, there are often real moments of joy that mothers experience when their instincts take over, and they realise new ways of caring for their baby. As a brand that has been an indispensable part of the lives of new mothers, Huggies has always been inspired by their desire to provide the very best care to their little ones, and this new campaign brings this to life in the context of the moms of today. We believe in the invaluable virtue of a mother’s inner voice and are committed to being a trusted partner that not only makes her journey easier through unmatched product experiences but also makes her believe in herself and her choices for her baby.”
Added Sukesh Nayak, chief creative officer, Ogilvy India, said, “For new mothers, every little discovery is a manifestation of their instincts and the campaign #SahiWaliFeeling celebrates the small successes that come with it. As a legacy brand, Huggies has always stood by mothers, every step of the way, and we hope that this initiative will not only resonate with them but also help boost their confidence.’’