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’
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.”For more updates, be socially connected with us on
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