India – India’s disposable hygiene products manufacturer, Nobel Hygiene, has launched a new digital campaign, aimed at introducing its new flagship product, Snuggy Gold Pant-Style Diapers.

The new campaign, which was conceptualised in partnership with creative agency The Womb and produced by Bang Bang Films, has been shot in Kerala, a state closely linked to the history and ethos of the brand. It is a quirky take on one of the key product features – The Susu Meter or the wetness indicator strip – which runs along with the diaper and changes from yellow to blue to indicate when it is time for a change.

Titled ‘Introducing Snuggy Gold – Your Baby’s Best Companion’, the film features a mother in a snake boat being rowed by locals to her newborn child. It is a quirky take on the wetness indicator that signals to mothers everywhere when it’s time for a diaper change.

Kartik Johari, Nobel Hygiene’s vice president of marketing and commerce, shared that when they sat down to brainstorm with The Womb, they knew they wanted something different, something as away from the usual visual mould of diaper ads, seeped in the Keralite ethos of India’s oldest Made in India diaper, Snuggy. 

“The result is this ad that we had a lot of fun making, and hope you will have equal fun watching,” said Johari,

Meanwhile, Suyash Khabya, The Womb’s creative head, said, “We took something cultural in the South, married it to a much-needed product feature, sprinkled it with a catchy line – Neela Matlab Geela and went slightly over the top with the execution. All so, it becomes interesting to watch.”

The campaign is now available on Noble Hygiene’s digital platforms including Facebook, Instagram, and Youtube, while the TV campaign will kick off in the first week of April. In addition, the brand will be running a campaign featuring more than 25 Kerala-based influencers on its digital platforms illustrating its premium features.