Kimberly-Clark’s Huggies launched a campaign that tells mothers to trust their instincts when it comes to parenting and enjoying motherhood. Entitled #SahiWaliFeeling, it reminds mothers that in a sea of ââvoices that advise her, it is her inner voice and her instinct that are always right.
Saakshi Verma Menon, Marketing Director, Kimberly-Clark India told ETBrandEquity.com that the campaign was designed with the premise that mothers intuitively know how to keep their babies comfortable, but multiple conflicting notions of ‘perfect parenting. Can often make them doubt their own self. âIn the process, they often forget to enjoy the happiness of motherhood. Through this campaign, we want mothers to know that her instinct is the right instinct, âshe added.
The process involved understanding today’s moms. âToday’s consumer has changed from what she was a few years ago and we dig deeper to understand what makes her happy, what bothers her and really understand how she is coping with motherhood. “, explained Menon. As broad as the topic of motherhood is, the brand explored various options and narrowed it down to #SahiWaliFeeling based on what mattered most to consumers. Menon added: âWe have often seen mothers doubt themselves due to the overwhelming amount of information and therefore land on this platform, which has resonated with our consumers and many among them. we who are also mothers. ”
With longevity in mind, Menon reveals that the brand will also engage with the theme of motherhood through its campaigns over the next two months.
Created by Ogilvy India, the High Decibels campaign will run on online and offline platforms. âIt’s a reflection of where our consumer is and the different ways they consume content today. Therefore, we tried to make it one of our boldest campaigns, âsaid Menon.
âFor new mothers, every little discovery is a manifestation of their instincts and the #SahiWaliFeeling campaign celebrates the little successes that come with it. As a historic brand, Huggies has always supported mothers, every step of the way, and we hope this initiative not only resonates with them, but also helps build their confidence, âsaid Sukesh Nayak, Creative Director, Ogilvy India.