Cipla appoints VMLY&R India to launch its mother-care brand Mamaxpert online
The launch was accompanied by a film that encapsulates all the truths of motherhood
Mamaxpert, Cipla Health Limited’s new mother care brand has appointed global brand experience agency VMLY&R India to launch the brand online, the first of Cipla Health’s portfolio to do so. The digital-first approach comes at a time when the world is going through unprecedented changes. Recognizing this, the brand has worked with VMLY&R for an entirely digital launch that encourages women to build a community and shop mother care products from the safety and comfort of their own homes.
Mamaxpert, both through its products as well as communications, puts moms first, with the single-minded belief that when a mom is well, everything is well. It aims to reach out authentically and intimately; especially in a world where everyone paints a rosy picture of motherhood.
To complement the brand launch, VMLY&R India conceptualised a brand film that spoke to the real, gritty truth of motherhood, an experience that is as challenging as it is delightful. Launched on Mamaxpert’s social channels, Facebook and Instagram, the film features real comments from moms, encapsulating the journey of motherhood through a theatrical performance, exploring not only the magical bits but also the more poignant ones.
VMLY&R will be responsible for creating digital communication focusing on equity creation for Mamaxpert. The agency’s scope will include digital campaign planning, creative thinking, e-commerce assistance and offline communications.
Commenting on the new collaboration, Shivam Puri, CEO- Cipla Health, said, “Mamaxpert has a unique set of offerings for moms through each stage of pregnancy and partnering with VMLY&R will help us unlock the true potential of the brand, focused on caring for moms. Their expertise in building a digital ecosystem for our brand coupled with deep insight into our consumer makes them an ideal partner to connect us with the mommy community.”
Anil Nair, CEO- VMLY&R India, said “Mamaxpert & VMLY&R have set out to bring back the singular focus of motherhood, to the people who deserve it the most - moms. Changing mindsets and bringing about this shift is going to be a challenging journey for the brand, and we are excited to work with them to connect with moms genuinely and authentically. We are all set to break the clutter of the cutesy baby and mom imagery in this category and embrace the real side of pregnancy & motherhood. After all, a mother needs as much mothering as a baby does.”
Anil further added, “With people and brands constantly deviating to the new arrival in the family, moms and their problems never get attended to, which makes their journey of motherhood even more overwhelming. Mamaxpert & VMLY&R set out to bring back the singular focus of motherhood, to the people who deserve it the most- moms. By shedding light on all the physical and emotional changes an expecting mom goes through during and after pregnancy, we urge people to be considerate and pay attention to moms as well.”
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