Ogilvy creates #MomsNeedHugsToo campaign for Huggies

The brand also created charming online tutorials for newbie dads by a newbie dad on ‘how to burp a baby’ and ‘change diapers’

e4m by exchange4media Staff
Updated: May 13, 2019 1:13 PM

As a society we consider the mom-baby relationship as the most precious of all. Motherhood is a source of immense joy & contentment and constant discovery & learning. And moms are utterly devoted to fulfilling every need of their little ones.


Huggies, a global diaper brand from Kimberly-Clark, is inspired by moms, who give everything they have to nurture their baby. So, Huggies decided to give some love & care back to moms.


A new mom does so much to care for her baby. It’s time we took care of her too through



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 Office, 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.”

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