Kimberly Clark-owned brand Huggies has partnered with actor and new mom Sonam Kapoor Ahuja for the second phase of the ‘We got you, baby’ campaign. According to the brand, it sees this as “a strong and organic collaboration given Sonam is a lead celebrity influencer for young women and moms.”
The film, which has Sonam taking up the brand’s #HuggiesFlipAndDipChallenge will be in five languages on digital platforms and TV. Conceptualized and executed by Ogilvy India, the film features Sonam Kapoor Ahuja taking the Huggies challenge to test for softness and absorption.
“The Huggies Flip and Dip Challenge clearly demonstrates to all parents the prowess of Huggies Complete Comfort. And an innovative product like this, needed a credible endorser,” said Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India.
“Sonam Kapoor Ahuja, as a new mom herself, was the perfect person to take the challenge. The results left her stunned and we are confident just like Sonam, parents will also see the benefits of this new restaged Huggies range and switch over.”
Speaking on her association with Huggies, Sonam Kapoor Ahuja said: “As a mom, I always want the best for my baby. When it comes to my baby’s diaper, I absolutely cannot compromise on comfort. This challenge made me realize why lakhs of moms choose Huggies for their babies- its comfort and convenience all in one.”
The rollout of the 360° marketing campaign saw the first leg creatively introducing the new range by showing babies as their advocates in a digital film. The launch of this new film with Sonam will also prompt select mom influencers to take up the Huggies Flip and Dip Challenge, thereby demonstrating the superiority of the brand to a larger audience set, said a release.
Huggies further plans to promote this challenge across various Indian cities through a comprehensive marketing campaign that includes both in-store and outdoor advertising, it added.