Mamy Poko Pants has rolled out a campaign #PowerofDeepSleep with a TVC to convey the launch of its Extra Absorb Pants. The brand has also launched a DVC (Digital Video Commercial) with an AI-led, CGI ad film. The ad film aims to explore the theme of uninterrupted deep sleep through the lens of an imaginative baby who delves into new adventures every day owing to an uninterrupted, peaceful deep sleep during the night.
For driving campaign mileage amongst the target audience, MamyPoko Pants roped in television celebrity Neha Marda to tap the audience base following the actress. Along with this, the brand collaborated with mommy bloggers.
The campaign has been conceptualised by Grapes, an integrated communication agency.
Elaborating on the campaign, Shradha Agarwal, Co-founder and CEO of Grapes, said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.”
Speaking on the same, Toshiyuki Nakamura, Vice- President Marketing of Unicharm, said, “The launch of the Extra Absorb Pants marks our commitment to ensure the comfort of babies aimed at enriching and easing the motherhood journey. In the quest to support mothers in raising their babies, we created the new product after conducting extensive research and integrating innovative technologies that ensure uninterrupted deep sleep. The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep-in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualized to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.”
Extra Absorb Pants is the upgraded product by MamyPoko pants which comes with 30+ patented technologies. The brand’s release believes that the new product has the ability to facilitate deep absorption, which is essential for ensuring deep sleep in babies. The brand has devised a campaign for the same.
Aiming to reiterate the message that a happy and cheerful baby eventually contributes to the happiness of the mother, the new diaper aims to harness the benefit of FlexiFit feature to provide 2X protection from thigh leakage. At the same time, the additional third layer enables deeper absorption for up to 12 hours.
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