Huggies, the baby care brand from Kimberly-Clark, has introduced a new campaign featuring the ‘Geelu Monster’, a character designed to draw attention to the issue of prolonged wetness on babies’ skin.
The campaign uses a storytelling approach to reinforce Huggies’ claim of being India’s fastest absorbing diaper, a message based on consumer insight and product testing.
During consumer immersions, many mothers said they were unaware of how long their baby’s skin remained wet before the diaper absorbed moisture. Some believed their current diaper brand performed similarly. The Geelu Monster was created to represent this unseen wetness, which can lead to irritation and discomfort.
The campaign presents how Huggies, described as India’s fastest absorbing diaper, addresses this issue by keeping a baby’s skin dry shortly after contact with moisture.
A key message in the campaign is the functional claim “Absorbs in 9 seconds.” According to the brand, this line tested well, with mothers able to recall and repeat it easily.
Shweta Vig, Marketing Director, Kimberly-Clark India, said: “The Geelu Monster is more than just a fun creative idea - it’s a powerful way to connect emotionally with parents and highlight a very real issue babies face. By turning an invisible discomfort into a visible story, we’re helping moms see how quickly and effectively Huggies keeps their little ones dry. The campaign is designed to be both engaging and insightful, and reflects our ongoing commitment to bring innovation and empathy into every Huggies experience.”
The campaign will run across television, digital channels and social media, supported by influencer content and on-ground activations.
