Personal care brand Mamaearth has launched a TV-led campaign to promote its Vitamin C face wash. The commercial features Shilpa Shetty Kundra, and looks to highlight the face wash’s natural ingredients. The film also aims to reiterate the brand's core purpose of propagating ‘Goodness Inside’.
Conceptualised by Korra Worldwide, the film shows Kundra and her friends engaging in a fun conversation. It shows her handing them two bowls of garden-fresh salad. When one friend enquires about the salad's source, her sister mockingly answers that it’s obviously from Shetty’s garden. The friend then notices the glow on Shetty’s face and questions the source of her glowing skin, to which Shilpa responds that it is also from the garden, crediting Mamaearth’s Vitamin C face wash for it.
Ghazal Alagh, co-founder and chief innovation officer, marketing, Mamaearth, said, “With the growing awareness of the benefits of traditional ingredients and recipes, millennials are increasingly looking for products with natural ingredients that are safe for them. Mamaearth has been striving to bring together nature’s goodness with science and create a product portfolio filled with goodness inside. Hence, the brand is fast becoming a preferred brand by millennials. We have tried to highlight this proposition in the film, and we are certain it will resonate with the millennials, and they will choose nature's goodness with Mamaearth products.”
Added Gaurav Nabh, CEO Korra Worldwide, “It's been an absolute pleasure working with the team at Mamaearth and Shilpa Shetty Kundra, who in every way embodies the brand. The film showcases Shilpa’s choices and its benefits, such as Mamaearth Vitamin C which helps restore a natural glow. With this piece of work and our upcoming projects, we are together building Mamaearth into a uniquely positioned ‘Goodness Inside’ in this very cluttered personal care category. Looking forward to more great work together with Mamaearth."
Deepak Kumar, head of creative, Korra Worldwide, said, “Mamaearth is all about goodness inside. And this goodness lies in the ingredients we choose to make our products too. While there are Vitamin C products in the market, the Mamaearth Vitamin C face wash gives a natural glow and the film featuring Shilpa Shetty Kundra had to clearly showcase that. Shilpa has never just been a brand ambassador but someone who truly believes in the brand and nature’s goodness that comes inside every product. The film showcases a day in the life of Shilpa and why she chooses a glow that comes from nature’s backyard."
The film went live on TV on March 12 and also will be promoted on social media and digital platforms.