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MamyPoko Pants, one of India’s leading brands in baby diapers, has launched its new campaign, #HarBabyKaPehlaDiaper, aimed at positioning the brand as the first choice for new mothers. Through this campaign, the brand aspires to make MamyPoko Pants the go-to diaper for every mother caring for their newborn.
The campaign introduces a digital film that highlights how new mothers seek to make their babies' first experiences special. Reflecting this, MamyPoko Pants has revamped its pant-style diapers, with an upgraded design to cater to the needs of new mothers. The focus is on the new MamyPoko Pants Extra Absorb Newborn diapers, which feature a third layer for deep absorption. This enhancement allows the diaper to absorb urine for up to 12 hours, preventing sogginess and promoting better sleep for both babies and mothers.
To maximise the campaign's reach, the brand has rolled out the video across major digital platforms such as Instagram, Facebook, and YouTube. In addition, MamyPoko Pants has collaborated with influencers who are new mothers to expand its audience and strengthen brand recall.
Made with natural ingredients, including coconut oil extract, the upgraded diaper is designed to be gentle and safe for a baby's delicate skin. The product is specially designed for newborns up to 5 kg, featuring ‘Innovative Flexi Fit,’ which distributes pressure evenly across the baby’s tummy and back, providing 2X protection against thigh leakage.
Speaking on the campaign, Toshiyuki Nakamura, Marketing Head of Unicharm India, said, “The new campaign has been launched with the purpose of making first-time experiences very special for the babies. MamyPoko Pants always supports deep absorption accompanied by no sogginess with the help of Extra Absorb Newborn diapers to promote Deep Sleep for babies. Bringing about the upgradation of the diaper, the campaign aims to showcase the product in a new light where it fulfills the evolving needs of the new mothers."
