India – Lovingle, a diaper brand from RSPL, has launched a new campaign with Cheil X that highlights the often-overlooked well-being of new mothers, encouraging families to offer support beyond the baby’s arrival.
Lovingle’s new campaign highlights how family attention often shifts entirely to a newborn, overlooking the mother’s well-being. It also urges support for new mothers and launches digitally with a film and social media assets under #BadhaiHoMaaHuiHai.
The campaign film begins with a young mother reminiscing about her pregnancy, reflecting on how she was once pampered by her family. As the film transitions to the present, it reveals how the same family now focuses solely on the newborn, leaving the mother feeling overlooked. The emotional film draws on real-life scenarios to empathise with new mothers, reminding viewers not to forget their well-being.
Amit Nandwani, national creative director at Cheil X, said, “The communication around diapers in India is focused on babies. We wanted to break this stereotype and shift the narrative to moms who often get neglected once the baby is born. The campaign line ‘Badhai Ho Maa Hui Hai’ beautifully celebrates newborn moms and sets the stage for a movement to sensitise people about the need to shower love on them as well.”
Neeraj Bassi, chief growth officer at Cheil X, added, “I think the insight nicely captures the dilemmas of a newborn parent, especially the mother. Someone who was part of you is now detached and the centre of the world for everyone around. While it is very understandable at one level, at another level it takes a while to fully grasp this change. Brand Lovingle understands this vulnerability of a newborn mother and urges the family to support her during this phase of transition”.
Lovingle’s campaign takes a different approach in the competitive children’s diaper market by focusing on the emotional journey of new mothers, highlighting their experiences alongside their newborns. It also emphasises providing quality diapers at an affordable price.
Speaking about the product, Harkawal Singh, vice president of global marketing at RSPL, said, “Lovingle as a brand stands out for best quality premium products at an honest, value-for-money price. While our product serves newborn babies, who are the most fragile consumers, even more fragile is the emotive bond of relationships between family members, as a new member gets added to the family. While the category talks about the newborn baby, we wanted to highlight the other newborn, i.e., the mother. Fantastic work by the team to strategically highlight the newborn mother’s emotions and share a new perspective with the audience at large, especially the family members.”
