If you can walk the ramp wearing a breast pump, as demonstrated by Philips Avent during the launch of the latest Hands-free Electric Breast Pump, clearly the brand has succeeded in its attempt to take breastfeeding out of the confines of a room.
Smit Janak Shukla, Consumer Marketing Lead, Philips Personal Health, ISC Zone in conversation with Neeta Nair, Editor of IMPACT Magazine says that they took into consideration one of the biggest problems faced by mothers who wanted to join the workforce again, one that a regular breast pump was unable to solve. The solution was staring at them, being able to pump milk while on the move, handsfree, but it was not solution that was easy to come by.
Shukla tells IMPACT, “We took more than three years to develop something, which is as disruptive as this. And we've taken our time to get the product right, because we wanted it to be superior, disruptive and truly liberating for the consumers. Case in point, the reason why it also took us time is, we wanted to mimic the actual baby rhythm of suction and that is the most important part of the technology--how can you make the process as natural as possible. This is something that we could crack in this particular value proposition of, hands-free breast pump, that the rhythm is about 85 suctions per minute, which is exactly the rhythm for the baby and therefore, we call it a hospital grade equipment, with 99% mothers seamlessly able to find the right fit in the product.”
Talking about right fits, they chose Masaba to be the face of the product. Shukla explains, “We wanted somebody who can really embody the true new Indian mother, who can resonate with a large ecosystem, is relatable and authentic. These are the three values which I feel are very important for the Indian ecosystem now. Consumers want authenticity, relatability and that is something we found in Masaba -- she's a new mother, an entrepreneur, a fashion designer, she's juggling so many hats. While all this is being done, she's still her authentic self. You will not see many things which are made up, with Masaba. It’s a quality that perhaps comes from her mother, Neena Gupta, i.e., being true to herself. Thus, we were confident that this combination would work beautifully.”
Watch the full interview for more.
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