Advertisment

Dentsu's quest to explore motherhood with Mama Lab

Mama Lab is an initiative dedicated to innovate the practice of connecting brands with mothers through real, actionable insights

author-image
BestMediaInfo Bureau
New Update
Dentsu's quest to explore motherhood with Mama Lab

Dentsu's quest to explore motherhood with Mama Lab

Mama Lab is an initiative dedicated to innovate the practice of connecting brands with mothers through real, actionable insights

BestMediaInfo Bureau | Mumbai | March 16, 2015

dentsu-mmmlab

Dentsu announced the launch of Mama Lab on the occasion of Women's Day in Delhi. Mama Lab is an initiative dedicated to innovate the practice of connecting brands with mothers through real, actionable insights. Mama Lab aims at gaining insights into mothers and motherhood in India that will go beyond oft-repeated motherhood statements.

Mama Lab is a Dentsu project, which started originally in Tokyo. In India, Mama Lab's vision is to be an ongoing visual and oral biography of Indian mothers. In an endeavour to create an ever-expanding yet granular picture of mothers in India, the idea is to unearth insights enabling brands to truly understand and connect with mothers. At its core, Mama Lab looks to sift the real from the unreal, idealised, idolised pictures that abound about the Indian mother.

Rohit Ohri Rohit Ohri

Commenting on the initiative, Rohit Ohri, Executive Chairman, Dentsu India and CEO, Dentsu APAC, said, “Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering. 'Good Innovation' is the essence of brand Dentsu and Mama Lab is a vivid demonstration of it. Through our understanding of the different facets of a mother, we will enable more meaningful and innovative connections between brands and moms.”

Swati Bhattacharya Swati Bhattacharya

Lending a perspective at the helm, Swati Bhattacharya, Principal Partner - Mama Lab, Creative, Dentsu, said, “No stock character is as ubiquitous in advertising as the sacrificial mother. She is the conquering hero of child rearing, endlessly in demand but never really desired. Either at home or in the boardroom. An ideologically based social construct rather than a biologically determined state. At Mama Lab, we want to worship her less and know her more. We want to celebrate her fallibility and forge an intimacy that's born out of truth. Mama Lab gives me the opportunity to speak to women in our language, in our own unique way.”

Narayan-Devanathan Narayan Devanathan

Sharing insights on Mama Lab, Narayan Devanathan, EVP/ National Planning Director, Dentsu, said, “This is an exciting journey – and I emphasise the word journey – that we've embarked on with Mama Lab. At the beginning of this journey, we've just finished a 12-city, 30-day ethnography of mothers from across India. The mothers we met spanned all SECs, all religions, a range of ages, a range of geographies, but most importantly, a vastly interesting range of mindsets. With an experienced anthropologist guiding the entire ethnographic research, we've done something that you wouldn't expect a typical advertising agency to do. And yet, we're very aware that this is merely the beginning, the tip of the iceberg. The task now is to use the rich and diverse insights bank that we are putting together to turn them into actionable starting points for ideas and innovations that brands can actually deploy. That's our endeavour with Mama Lab.”

Info@bestmediainfo.com

Info@BestMediaInfo.com

Advertisment