MUMBAI, INDIA — The Womb Communications has conceptualised and developed Nobel Hygiene’s latest campaign for its baby diaper brand – Snuggy – that unveils its latest product feature -The Susu Meter
Kartik Johari, VP – Marketing & Commerce, Nobel Hygiene Pvt. Ltd. said, “Whether a busy Bombay apartment or the backwaters of Kerala—one drama plays out the same—the drama of a frantic parent checking to see if it’s time for a diaper change. The Snuggy Gold Diaper, with its ‘Neela matlab geela’ solution solves this issue—a feature that we highlight in our TVC. When we sat down to brainstorm with our Agency The Womb, we knew we 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.”
Manisha Sain, Planning Lead, The Womb, added, “In a category that’s on a perpetual race to outdo each other on absorption capacity, we found an insight that revealed what really comes in the way of positive diapering experience. Parents and particularly first-time parents did not lose their night’s sleep over the realisation that their choice of the diaper may absorb a glass or two lesser than the other. They lost their sleep over the most common discomfort out of diapering – painful rashes and blisters that appear on their baby’s sensitive skin due to contact with wetness. Here was a feature that took the guesswork out of the picture in ways that increases the baby’s comfort.
Coining the term ‘Susu-Meter’ was equally central to the thinking to ensure we communicate this feature in the most simple and relatable manner.”
Heval Patel, Head of Account Management, The Womb, expressed, “The work breaks out of the long-standing codes of diaper advertisements and for the first time instead of obsessing over cute baby bums and giggles, shines the spotlight on a mother’s obsession and hawk-eyedness to ensure her baby has zero contact with wetness from pee. An obsession that brings to light her unique way of showing she cares even as onlookers may label her as irrational and paranoid”
Suyash Khabya, Creative Head, The Womb, said, “Advertising in the baby product category is filled with cliches. All the ads are a sea of sameness with soft focus shots of the baby’s bum, maa ki mamta, father ki caring so on and so forth. Snuggy is a legacy brand and is one of the market leaders in the South. And leaders should behave like leaders. This is our attempt to change the language of communication, break clutter and thus, make the category interesting enough to bring in more users. So what if she’s a first time mother, she does enjoy humour and loves to watch something funny. That’s what we have done. 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 as hell to watch.
They say shooting with babies is tough. We made it tougher for our director Ryan (Bang Bang Films) by not placing the story in a closed room. It’s not kid’s play to shoot 70 authentic rowers on a snake boat in the middle of the backwaters of Kerala. But Ryan managed it all well.”
CREDITS
Client: Nobel Hygiene Pvt. Ltd
VP – Marketing & Commerce: Kartik Johari
Agency: The Womb Communications
Founding Partners: Kawal Shoor & Navin Talreja
Creative Team: Suyash Khabya, Paritosh Lonkar & Ankita Sawant
Planning Team: Manisha Sain, Devanshi Shah & Ramanathan V
Account Management Team: Heval Patel, Omkar Kulkarni, Pranesh Arde & Bijal Tanna
Production House: Bang Bang
Director: Ryan Mendonca
Produced by: Roopak Saluja, Kareena Dalal & Zuleikha Gupta
