‘Mamaearth’s products and innovations are focused on the millennial generation’

Varun Alagh, Co-founder of Mamaearth talks about the brand’s first campaign film and explains why its purpose-driven approach will find resonance with millennial consumers

e4m by Christina Moniz
Updated: Aug 7, 2020 11:40 AM
Varun Alagh

In view of the ongoing pandemic and the heightened need for safer, chemical-free products, personal care start-up Mamaearth recently unveiled its brand purpose, ‘Goodness inside’. Observing that today’s consumer is choosing brands that represent a deeper purpose, Varun Alagh, Co-founder of Mamaearth shares insights behind its first campaign film that was shot just after the lockdown. He also tells us how the company’s vendors and employees were its biggest assets during the lockdown, and that while most companies were implementing salary cuts, the brand was successful in going ahead with annual appraisals and salary hikes.

Edited excerpts from the conversation:

You recently released your first campaign, incidentally right after the lockdown was lifted. Tell us a bit about the new film, its objectives and the insights behind releasing it at this time.

We recently announced the brand purpose of Mamaearth as “goodness inside.”The objective of the campaign is to establish this brand purpose by extending the same thought to our consumers. Our target audience is the millennial generation that is driven by values and believes in creating a better tomorrow for their families by doing what’s good for them and whatever is good for the earth. Through this campaign, we want to strike a chord and engage with this generation as we have the same belief system and make our choices with the same philosophy of goodness.

How are you amplifying the campaign? Will it be only on digital and social media platforms?

The launch film conceptualised by Korra Worldwide shows multiple situations where people can make good choices in their daily lives to make the world a little better. And with each choice, we head towards a much better future. The main film runs for one minute and will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand. This is a digital and social media led campaign running on YouTube, Facebook, Instagram, and Google. It is also running on OTT platforms such as Hotstar, Zee5, and 9XM. We garnered more than 50 million views in the first 10 days of the campaign.

What were some of the challenges in shooting the film amidst the need for heightened safety and hygiene measures?

This was one of the very few proper campaign shoots that have managed to take place since the lockdown, and it goes on to show that a full-fledged production can take place while complying with the government regulations completely. The biggest challenge was working with a limited number of crew members. Under normal conditions, the shoot would have been completed in 18 hours within a day. But with half the crew size, it took us two days (18 hours on each day) to complete the shoot. And then, to maintain appropriate social distancing, a much larger space was rented for the shoot. Each actor was allocated a separate room. All of these led to a slight increase in production costs. However, we viewed these challenges, not as limitations, but as a new opportunity to work more efficiently.

Mamaearth was one of the most active brands on social and digital media during the lockdown this year? What were some of your learnings during this challenging year?

In the initial days of the lockdown, we were hit by a manufacturing slowdown, like everyone else in the industry. We recovered quickly and bounced back to our pre-COVID growth. We are currently servicing more than 26,000 pin codes, including the red zones, which is around 85- 90% of all pin codes in the country.  We’ve also launched a new product line and introduced 25 new products during the pandemic. Our most significant learning during the crisis was the true value of our partners – vendors, distribution partners, and employees. We believe that we sailed through the crisis because of our commitment to stay local and because of the partnership with local vendors. Also, when most companies were implementing steep salary cuts, we went ahead with our annual appraisals, with several employees getting high double-digit salary hikes.

Who is your target consumer? And how do you expect the brand purpose to resonate with them?

Today, millennials make up for the largest portion of the world population and are known to have traits that are quite different from other generational cohorts. With easy access to information and higher awareness levels, this generation cares about a variety of social issues such as climate change, peace, equality, and sustainable development. The brand Mamaearth was born with the same philosophy. We’ve focused all our products, innovations, and communication to the millennial generation because we recognize that they have the same belief system, and make their choices in life with this philosophy of goodness. To strike the right chord with our consumers and to engage them by communicating what matters the most to them, we’ve taken the route of purpose-driven marketing.

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