Cipla launched Mamaxpert online-only with a film staged from real mothers' comments

Launch Mamaxpert digital-first, build a community of women who shop mother-care products from home, and break the cutesy baby-and-mom imagery of the category.

Launch a mother-care brand entirely online with a film in which a theatrical performance voices real moms' comments about the grit and delight of motherhood.

VMLY&R India, appointed to launch the brand online, conceptualised a brand film shown on Mamaxpert's Facebook and Instagram. It features real comments from moms and encapsulates the journey of motherhood through a theatrical performance, covering the poignant parts as well as the magical. The agency's scope includes digital campaign planning, creative, e-commerce assistance and offline communications.

The source is a launch announcement and reports no results. Cipla Health CEO Shivam Puri said the partnership would help unlock the brand's potential, and VMLY&R India's Anil Nair said the work aimed to bring the focus back to moms.

In October 2020 exchange4media reported that Cipla Health's new mother-care brand Mamaxpert had appointed VMLY&R India to launch it online, the first brand in Cipla Health's portfolio to launch that way. The digital-first approach encourages women to build a community and shop mother-care products from home.

Mamaxpert's belief is that when a mom is well, everything is well. The launch film, shown on Facebook and Instagram, uses real comments from moms, performed theatrically, to say that motherhood is as challenging as it is delightful in a world where everyone paints a rosy picture. VMLY&R India said the aim was to break the clutter of cutesy baby-and-mom imagery and embrace the real side of pregnancy and motherhood.

Real comments carry the film's honesty, since they were written by mothers themselves.

A theatrical staging gives plain comments a dramatic form fit for social feeds.

Launching online only fitted the circumstances and suited a community-building plan.

When a category shows only the baby, a brand that speaks about the mother's side of the experience has an open lane.

The announcement records no later outcome beyond the agency's scope, which covers digital communication for equity creation, e-commerce assistance and offline communications.