MUMBAI, INDIA – In line with Bio-Oil’s quest to make every motherhood journey a smooth and comfortable one, the brand launched its #BigLittleSteps campaign with a 1km PregathonTM. Partnering with Bollywood’s beloved mothers – Neha Dhupia and Mira Rajput – through this campaign, the brand aims to inspire moms-to-be to stay fit and help them focus on self-care and self-love.
Pregnancy is one of the most special and beautiful phases in a woman’s life and they instinctively put their child’s wellbeing before their own resulting in self-love taking a backseat. Recognising this, Bio-Oil has organised a 1km PregathonTM with an intent to inspire to-be-mothers to take #BigLittleSteps towards motherhood by understanding the importance of self-care and staying fit throughout the pregnancy. It also encourages them to emphasize on the measures they can take to not only deal with their day-to-day concerns but also embrace this important stage in life with unflinching resolve.
The event witnessed 375 to-be-mothers participate in the PregathonTM setting a record in the India Book of Records for ‘maximum pregnant women walking together for fitness’.
This was followed by a collective baby shower for all which included foot massages, a wholesome brunch spread, and a lucky draw for 3 mothers who won a pre-natal photoshoot. Women often look to other mothers or mothers-to-be to seek support and solutions as they feel akin to someone that can share their experience. Therefore, the brand also had a quick tête-à-tête with Neha Dhupia and Mira Rajput, whereby they exchanged their experiences and asked questions related to motherhood.
Speaking about the campaign, Mr. Suchit Bansal, Business Head, Premium & Digital Personal Care Business, Marico Limited says, “Bio-Oil has always partnered with and celebrated women in their journey towards motherhood, be it through our products or ideas. Pregathon is one such campaign where we are urging them to celebrate this beautiful phase of their lives, and stretch the imagination of what’s possible. Through a 1km symbolic walk, Bio-Oil is encouraging the expecting mothers to stretch their limits, and unstretch their marks! Our association with Neha Dhupia and Mira Rajput is keeping in mind that participating mothers-to-be can resonate with them and would love to hear their experience first-hand.”
VMLY&R India worked on the ideation, conceptualisation and execution of the digital and on-ground campaign and assets, including the registration landing page, digital and bumper videos, social strategy and content, event branding and merchandise collaterals. The agency was involved in end-to end planning, from designing the concept, branding and logo to executing the final event.
Commenting on the successful Bio-Oil Pregathon, Alpa Dedhia, Business Director, VMLY&R India, said, “At VMLY&R, we have always been focused on solving real issues. Working with Bio-Oil on India’s first Pregathon gave us the chance to not only bring together a community of women in an effort to promote self-care during pregnancy, but also to showcase a full spectrum of our services, from advisory and branding all the way through to experiences and platform builds. We enjoy working with the Bio-Oil team as they share our hunger to push the boundary and do more each time, and look forward to more collaborations in the future.”
