Mumbai: Mamaearth has launched its latest campaign, ‘Hai Proof Tabhi Mama Approved,’ for the Milky Soft Head to Toe Wash, featuring Bollywood actress and brand ambassador Shilpa Shetty. The campaign highlights the importance of using safe, toxin-free baby care products, emphasizing Mamaearth’s commitment to nurturing delicate baby skin with natural and gentle ingredients.
The campaign film, conceptualized by Steve Priya, presents a heartwarming and lighthearted narrative where Shilpa Shetty plays the role of a vigilant and caring mother. She ensures that only the safest products touch her baby’s sensitive skin. In the ad, Shilpa humorously rejects various items — including water that is too hot, a towel that’s too rough, and a toy that’s too pointy — before finally approving the Mamaearth Milky Soft Head to Toe Wash, praised for its gentle formulation.
Shilpa Shetty, speaking on the campaign, said, “As a mother, I have always prioritized safety and quality when it comes to my baby’s skincare. Mamaearth’s baby care range, with its Made Safe certification and natural ingredients, reassures parents that they are making a safe and nurturing choice. This campaign perfectly captures the love and trust that every mother seeks before choosing a product for her child.”
Anuja Mishra, EVP & Chief Marketing Officer at Honasa Consumer Limited, said, “For the past eight years, Mamaearth has been a trusted partner for parents, offering safe, effective, and Made Safe-certified solutions for their little ones. Our mission has always been to provide toxin-free, natural products that parents can rely on without a doubt. The ‘Hai Proof Tabhi Mama Approved’ campaign reflects every mother’s instinct to seek proof and reassurance before choosing what’s best for her child. With Shilpa Shetty as our brand ambassador, we continue to reinforce our commitment to trust, transparency, and care – because when it comes to babies, only the safest, most nurturing, and well-researched solutions will do.”
Priya Pardiwalla, Chief Creative Officer, Steve Priya, added, “A mother’s love isn’t just about saying ‘yes’ – it’s in every ‘no’ that she firmly stands by. Every time she rejects something, it’s her way of protecting her baby, ensuring only the safest choices surround them. Her watchful eyes never rest, and her instincts never falter. In a world where every brand loudly claims to be ‘safe,’ Mamaearth Milky Soft Head to Toe Wash lets its ‘Made Safe Certification’ speak for itself. No toxins. No harmful chemicals. Just a quiet, reassuring promise – when you choose Mamaearth, you choose a level of safety that even a mother’s instincts can trust.”
Mamaearth’s baby care range is Made Safe certified, dermatologically tested, and free from toxins and harmful chemicals, ensuring gentle care for delicate baby skin. The product line includes items enriched with natural ingredients like milk, oats, and shea butter, offering nourishment, protection, and maintaining the softness of skin.
With a mission to bring the best of nature to consumers, Mamaearth continues to be a trusted name in skincare, baby care, and hair care, offering safe and effective solutions for the whole family. As part of its sustainability commitment, Mamaearth’s Plant Goodness Initiative plants a tree with every order placed on its website, aligning with the brand’s vision of creating a healthier planet for future generations.
