MamyPoko's New Campaign Commits To Comfort & Quality Sleep for Infants

MamyPoko Pants unveils Extra Absorb Pants after over five years of extensive research and featuring 30-plus patented technologies. This upgraded product is designed to provide deep absorption, ensuring restful sleep for babies. 

The brand initiated a campaign to communicate the advanced features and emphasise the importance of deep absorption for a child's quality sleep.

MamyPoko Pants rolled out the #PowerofDeepSleep campaign, accompanied by a TVC to communicate its goals and advantages. Expanding its outreach on digital platforms, the brand introduced a DVC (Digital Video Commercial) and ingeniously produced an AI-led CGI ad film to engage the target audience. The ad film portrays the concept of uninterrupted deep sleep from the perspective of an imaginative baby, who embarks on daily adventures, all thanks to peaceful and uninterrupted sleep at night.

Toshiyuki Nakamura, Vice President Marketing of Unicharm said, “The launch of the Extra Absorb Pants marks our commitment to ensure the comfort of babies aimed at enriching and easing the motherhood journey. In the quest to support mothers in raising their babies, we created the new product after conducting extensive research and integrating innovative technologies that ensure uninterrupted deep sleep. The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualised to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.” 

To maximise the impact of the Digital TVC, a comprehensive 360-degree approach was adopted, incorporating influencer activities for widespread amplification on digital platforms. MamyPoko Pants engaged television celebrity Neha Marda, leveraging her significant fan base, to enhance campaign reach among the target audience. Additionally, the brand partnered with mom bloggers to increase visibility and establish a strong brand recall among mothers.

The campaign has been conceptualised by Grapes, an integrated communication agency. Elaborating on the campaign, Shradha Agarwal, Co-founder and CEO of Grapes said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.”

The new diaper utilises the FlexiFit feature for 2X protection against thigh leakage and includes an additional third layer for enhanced absorption, providing up to 12 hours of deep sleep. This extended sleep duration offers mothers valuable time to tend to their responsibilities or engage in recreational activities, promoting a sense of rejuvenation after a short break.