Gurugram: Mamaearth, the fast-growing toxin-free personal care brand announces their latest campaign “Every day is Earth day” to celebrate mother earth every day.
A brand that rides on the principles of Honesty, Natural, and Safety, Mamaearth believes that goodness starts with the small things that each one of us can do every day, and to celebrate the theme this year of ‘Invest In our Planet’, the brand announces the campaign by way of a digital film encapsulating the essence of the World Earth Day.
Conceptualized by Korra Worldwide, the film starts with a little girl named Shreya, the central character of this campaign who is depicted as a goodness specialist at Mamaearth, emphasizing how every day is Earth Day at Mamaearth by explaining the facts. It begins with the Plantgoodness initiative of planting trees in abundance, and she fumbles when looking at the number of trees planted, which is around 300,000, and visualizes it as an amusement park, explaining that 3 lakh trees are comparable to 2200 acres of land covered by 22 amusement parks. She further takes through the next initiative of recycling plastic and explains in a simpler form by connecting the amount of plastic recycled is equivalent to the weight of 854 elephants. She continues explaining the next initiative of Goodbooks made with one side used papers and connects 1 lakh used sheets used by Mamaearth to a size of a football ground and tells to reduce paper wastage by reusing. The next initiative she highlights is Mamaearth’s commitment to having zero toxins in their products. She recalls that there are more toxins out there than the count of number of days in 3 years while Mamaearth has no toxins. Going
forward, an animal appears on her screen, and she explains how the brand believes in cruelty-free products certified by PETA and zero animal is harmed. She continues by adding that she and Mamaearth celebrate Earth Day every day with these small acts of goodness.
‘Every day is Earth Day at Mamaearth’ is the key message of the campaign. Mamaearth supports the environment by being Plastic Positive, Cruelty-free, re-using paper by making goodbooks, and by planting 300,000+ trees through the Plant Goodness initiative. Their purpose of ‘Goodness Inside’ extends beyond their products to actions that could make the world a better place for future generations.
Speaking about the campaign, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, “Being a purpose-driven brand with the objective of serving a greater purpose with our products and initiatives. We at Mamaearth, celebrate every day as Earth Day as we strive to take one step every day with our Plant Goodness and Plastic Positive initiative. This Earth Day we wanted to share the impact of our initiatives with our consumers and followers. The campaign aligns perfectly with our purpose, and we pledge to commit to staying honest to our principles and values in investing in our planet through our good deeds.”
Comments from Korra Worldwide- Deepak Kumar, Chief Creative Officer at Korra added “Mamaearth isn’t just a brand, but a way of life. We believe that big things happen when you do small good every day. And this earth day, we wanted to showcase the small good we do every day. From our initiatives to our products to the simple choices we make. But we wanted to simplify this impact of goodness in a language that everyone could understand. So, we took the help of an 8-year-old kid who could demystify things for everyone in a simple video; a video made with a lot of goodness and innocence for all the goodness we all do together, throughout the year.”
Gaurav Nabh, CEO of Korra says “Our work on Mamaearth is staying true to Korra’s mission of communicating to a digital first audience, helping challenger brands tell insightful stories and in turn creating disruption in the category. This campaign truly demonstrates Korra’s deep understanding of the digital native, showcases our capabilities and is the first among a series of future work furthering a strong partnership with Mamaearth.”
The brand’s belief in spreading ‘goodness’ is extended beyond product to other actions as well. In the wake of the COVID-19 pandemic, Mamaearth decided not to profit from the situation by selling sanitizers. Instead, they distributed 50,000 sanitizers to people in need through 2500+ Goodness Ambassadors across the country. Recently, they’ve also distributed cotton reusable face masks with smiles printed on them, through these Goodness Ambassadors as well.