New Delhi: Cheil X has unveiled a breakthrough campaign for Lovingle, a premium diaper brand from the stable of RSPL. With the objective of providing the best for babies without the high price tag, Lovingle aims to redefine the children’s diaper category by focusing not just on the newborn but also on the often-overlooked emotional well-being of the mother.
In an industry typically centered around baby care, Lovingle’s campaign breaks from the norm by building a powerful emotional connection with mothers. It taps into a unique insight: the moment a baby is born, all the attention shifts to the newborn, sometimes neglecting the mother. The campaign draws attention to the need to care for the mother, encouraging families to support her through this transformative phase. The campaign, featuring an insightful film, is now live across digital platforms, accompanied by social media assets under the hashtag #BadhaiHoMaaHuiHai.
Harkawal Singh, Vice President – Global Marketing at RSPL, commented on the product’s unique positioning, saying, “Lovingle stands out for offering premium quality at an honest, value-for-money price. While our product serves newborn babies—who are undoubtedly the most fragile consumers—we recognize that the bond between family members, especially between mother and child, is just as delicate. While the category usually focuses on newborn babies, we wanted to emphasize the other ‘newborn,’ the mother. The team has done an excellent job in strategically highlighting the emotions of a new mother and offering a fresh perspective, especially for family members.”
The campaign film opens with a nostalgic scene of a young mother reminiscing about her pregnancy days. The flashback sequence shows her being pampered by her family, only for the present-day scene to reveal that the same family now focuses all their attention on the newborn baby, leaving the mother isolated. The film emotionally resonates with the viewer, capturing the real-life scenario and gently reminding them not to forget the mother during this transition.
Amit Nandwani, National Creative Director at Cheil X, elaborated on the campaign’s innovative approach, saying, “The communication around diapers in India is focussed on babies. We wanted to break this stereotype and shift the narrative to moms who often get neglected once the baby is born. The campaign line ‘Badhai Ho Maa Hui Hai’ beautifully celebrates newborn moms, and sets the stage for a movement to sensitise people about the need to shower love on them as well.”
Neeraj Bassi, Chief Growth Officer at Cheil X, added, “I think the insight nicely captures the dilemmas of a newborn parent, especially the mother. Someone who was part of you, is now detached and the centre of the world for everyone around. While it is very understandable at one level, at another level it takes a while to fully grasp this change. Brand Lovingle understands this vulnerability of a newborn mother and urges the family to support her during this phase of transition”.
The campaign, under the banner of Lovingle, is set to revolutionize the narrative in the children’s diaper category, creating a new conversation that celebrates both the newborn and the mother in a holistic and emotionally resonant way.
