Mamaearth's campaign: 'Maa Paas Nahi, Toh Mamaearth Hi Sahi'

Titled "Maa Paas Nahi, Toh Mamaearth Hi Sahi," Mamaearth's latest campaign is a heartfelt tribute to the enduring love, guidance, and support that mothers offer. This campaign captures the essence of maternal love and care while drawing viewers deeply into the personal story of a new mom facing life's challenges without her mother's physical presence.

The film introduces us to a new mom struggling to soothe her crying baby. Desperately missing the comforting advice and 'nuskha' her own mother used to offer, she reaches out through a video call to express her feelings of helplessness. It's during this moment of vulnerability that she discovers Mamaearth's Easy Tummy Roll-On, a gentle reminder of her mother's love and care. This powerful moment of realization emphasizes that even when her mom isn't physically present, Mamaearth's products bring a sense of comfort and familiarity.

Anuja Mishra, EVP and Chief Marketing Officer at Honasa Consumer Limited, shared her thoughts on the campaign: "For Mamaearth, this campaign is not just a message but a reflection of our beginnings — a journey sparked by the timeless wisdom and nurturing love of a mother. We understand that there may be times when you are away from your mom yet still seek her advice. No one can substitute a mother, but as a brand, our endeavor is to bring Maa’s age-old beauty and care secrets to you. From traditional remedies to modern-day practices, mothers have always been pillars of family well-being, passing down invaluable wisdom through the ages. Drawing inspiration from this deep-rooted understanding, our campaign celebrates the enduring legacy of motherhood and honors the unique journey of each mother who has nurtured, protected, and empowered her children, even from afar. This campaign not only underscores our commitment to innovation and responsiveness to evolving consumer needs but also reflects our dedication to harnessing the inherent power of nature to create safe and effective products for new mothers and their families."

Anupama Ramaswamy, Chief Creative Officer at Havas Worldwide India, commented, "Mother knows best. She understands the unsaid things and knows what's best for her child, drawing from age-old traditions. Yet, she won't always be around, and that's when you miss her and her small 'nuskhe' the most. We are proud to bring these 'nuskhe' to life in easy-to-use ways, making it feel like Maa is always near you. With this campaign, we crafted two heartwarming stories of a struggling new mom and a fresh-out-of-home teenager, each looking to their mothers for help and finding that their mother already knew what was best for them."

The campaign showcases the Mamaearth Easy Tummy Roll-On, a soothing remedy for babies' digestive discomfort that resonates deeply with the theme of maternal care. The Roll-On echoes the traditional practice of using hing-infused water to ease stomach troubles, colic, or gas discomfort.This 83-second ad film was conceptualized by Havas Worldwide India, and the brand plans to launch another film under the "Maa Paas Nahi, Toh Mamaearth Hi Sahi" campaign, continuing to honor and celebrate the timeless wisdom and love of mothers.