Gurgaon: Mamaearth, the fast-growing toxin-free personal care brand, highlights playful exchanges between loved ones during “Champi Time” in their new campaign #ChampiConfessions. The light-hearted banter perfectly captures those cheeky moments when unintentional confessions come flowing out of us when we are in our most relaxed state—getting a head massage. In the course of free-flowing conversation, deep relaxation can act as a “truth serum” as one has their guard—and their filter—turned down.
The campaign #ChampiConfessions takes a closer look at fun tongue-in-cheek confessions between partners as they unwind in intimate settings and enjoy each other’s company. “Champi time”, as most call it, is a time to release all the stress of the day. In addition to being extremely good for your hair and scalp, it can turn into a great bonding experience between people. The ads showcase the endearing moments when Champi time reaches peak relaxation, allowing recipients of the head massage to become loose-lipped—spilling playful confessions to each other. The campaign is set to make a splash across all digital and social media channels and will be promoted by the brand’s core influencers as well.
Sambit Dash, Vice President Marketing, Mamaearth comments “Champi is an age-old tradition practised in every Indian household. We want to encourage everyone to celebrate this time with their loved ones as they have a much-deserved downtime. #ChampiConfessions highlights these special moments and with the catchy jingle, we want to engage with the consumers and get everyone grooving to it.”
Mamaearth is no stranger to showcasing authentic moments shared between family members, as evidenced by their recent national commercial which brought mother and daughter Sara Ali Khan and Amrita Singh together on-screen for the first time. The duo was seen together in a similarly intimate setting and, through fun banter, highlighted the benefits Mamaearth’s Onion shampoo as a contemporary solution to the traditional DIY remedies.