Turning the spotlight on mothers in a unique way, Himalaya FOR MOMS, India’s first natural mother care product range, launched their digital campaign, #momsunplugged. Captured in a series of unscripted films, the campaign features spontaneous and heartfelt conversations between real moms sharing their emotions, experiences of joy, fear, guilt, apprehensions, and efforts to create a new identity while exploring the world of motherhood.
“We launched Himalaya FOR MOMS to help mothers in their journey of motherhood. Through #momsunplugged, we wanted to feature them in their true sense. This is our first campaign that allows mothers to speak their hearts out in the most candid way. We hope to ignite these conversations among mothers to share their happiness, sadness, anxiety, and experiences that comes with motherhood. We want mothers to believe that it is completely normal to feel anxious during this period. Unless we acknowledge their concerns, they will continue to feel stressed and imperfect”, said Mr N.V Chakravarthi, General Manager Himalaya BabyCare.
“This is the first leg of the campaign that will be promoted on digital platforms. Our intention is to create a community for mothers to support each other by openly sharing their experiences and advice,” added Mr Chakravarthi.
This campaign will be accessible on various digital platforms including Himalaya BabyCare’s Facebook Page, Blog and YouTube.
Siddharth Bhavnani, Managing Partner, ShotReady says, "Our goal was to give mums a platform to have a conversation about motherhood. To address topics like guilt, expectations and things we wouldn't normally discuss or hear about, unless in a closed circle. We asked real mothers to participate, it brings genuineness and honesty which we felt was the best approach to create relatable content."
In the video, Jharna, mother of twin boys, mentioned that while she completely loves and adores her sons now, initially she felt slightly overwhelmed about being a new mother. She felt a huge burden of responsibility on her shoulders and couldn’t believe that she was in charge of two human lives.
Sumita, a mother of two year old baby girl added, “I found that maternal instincts were initially dormant. It took time for it to evolve within me and I was unable to express it. But, over a period of time, you learn to trust your instinct and let the smaller things slide”
#momsunplugged films can be watched on http://himalayawellness.com/products/himalayaformoms/momsunplugged/index.html