Mumbai: Global diaper brand Huggies, is inspired by moms, who give everything they have to nurture their baby. So, Huggies decided to give some love & care back to moms with #MomsNeedHugsToo campaign.
On Mother’s Day, when the world typically celebrates the power & strength of motherhood, Huggies wanted to give a gentle nudge to our society. So that people realize that in today’s hectic world, new moms would appreciate some good old-fashioned TLC. And that a little attention from her family, can go a long way in making her challenging days, a bit easier.
Thus, came about the idea of creating a campaign that encourages society to nurture the ultimate caregiver, the mother. The campaign was conceptualized & created by Ogilvy, India.
The flagship film narrates the story of a father singing a lullaby but with a twist at the end.
To further amplify this idea, the brand also created charming online tutorials for newbie dads by a newbie dad on ‘how to burp a baby’ and ‘change diapers’.
New moms also spend a lot of time changing diapers. So, as an exclusive first, Huggies created a limited edition ‘Diaper duty’ sample pack with names of family members with each diaper. This makes change-time for the baby as ‘diaper’-duty’ time for a member of the family. To inspire the family to share the change-time responsibility so that moms could get a helping hand, one diaper at a time.
Chella Pandyan, Marketing Director, Kimberly-Clark India: “Huggies has always been inspired by mothers. They are at the heart of everything we do as a brand – from how we design our products to how we connect with her. In this campaign, our attempt is to shine the light on her needs as a young mother.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Moms are our muse and our inspiration. And so, we wanted to give the new moms some of the love back. #MomsNeedHugsToo is an extremely different point of view and we hope this campaign brings attention to the love & care that millions of new moms deserve. The campaign will roll out across various mediums, film, branded content, pack innovation and activation. I am proud to be associated with this campaign and salute my partners for believing in this idea and executing it with so much depth.”
Creative Work:
Lullaby:
https://youtube.com/watch?v=BIrUJbn-l-E
Daddy Tutorials: Burp:
https://youtube.com/watch?v=hRwO5XH30B0
Daddy Tutorials: Change time:
https://youtube.com/watch?v=fxuikJs38U4
Diaper Duty special pack:
https://www.youtube.com/watch?v=PMSinwu6eHQ
Credentials:
Client: Kimberly-Clark India – Brand Huggies
Agency: Ogilvy India
Group Chief Creative Officer: Sonal Dabral
Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak
Creative Team: Sukesh Nayak, Abhijit Karandikar, Harshada Menon, Rohan Ghose, Avani Rajesh
Account Management: Hephzibah Pathak, Beenu Kurup, Trupti Dave, Mehak Parikh
Strategic Planning: Vipasha Bhuptani, Akhil Menon
Production house: Caffeine
Director: Aarati Desai
