MamyPoko Pants, a diaper company, has launched Extra Absorb Pants. The pants that has been launched after extensive research of more than five years is the upgraded product by MamyPoko which comes with 30+ patented technologies.
The product comes with the ability to facilitate deep absorption, which is essential for ensuring deep sleep in babies. To inform the target audience about the advanced product and the benefits it provides; the brand has devised a campaign to highlight the importance of deep absorption, ensuring a deep sleep for the child.
In the pursuit, it has come up with Extra Absorb Pants to relieve the stress of mothers in ensuring the well-being & good sleep of their babies. Reiterating the message that a happy and cheerful baby eventually contributes to the happiness of the mother, the new baby diaper harnesses the benefit of FlexiFit feature to provide 2X protection from thigh leakage.
At the same time, the additional third layer immensely enables deeper absorption for upto 12 hours. Likewise, deeper absorbing capacity of the diapers translates to longer hours of uninterrupted deep sleep in children. Providing a tranquil, long hours of deep sleep to the babies, in turn, allows mothers the much-needed extra time to resume their chores or indulge in recreation and hobbies to rejuvenate their energy after a short break.
The brand has rolled out a campaign #PowerofDeepSleep with a TVC to convey its objectives and benefits. And to further amplify its reach amongst target groups through digital platforms, the brand launched a Digital Video Commercial, and took an ingenious route to come up with an AI-led, CGI ad film to capture the imagination of the audience.
The ad film explores the theme of uninterrupted deep sleep through the lens of an imaginative baby who delves into new adventures every day owing to an uninterrupted, peaceful deep sleep during the night.
The TVC was further leveraged with a 360° approach entailing influencer activity for driving amplification across digital platforms. For driving campaign mileage amongst the target audience, MamyPoko Pants roped in television celebrity Neha Marda to tap the large audience base following the actress. Along with this, the brand collaborated with mommy bloggers to create visibility and, likewise, instill the top-of-the-mind recall value of the brand among the mothers.
The campaign has been conceptualised by Grapes, an integrated communication agency. Elaborating on the campaign, Shradha Agarwal, co-founder and CEO of Grapes said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.
Speaking on the same, Toshiyuki Nakamura, VP- marketing, Unicharm said, "The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep-in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualised to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.” Source Link
FAQ's
Q. What are MamyPoko Extra Absorb Pants?
Ans.MamyPoko Extra Absorb Pants are upgraded baby diapers developed after five years of research. They feature 30+ patented technologies, including deep absorption and FlexiFit for 2X thigh leak protection. These innovations ensure babies enjoy uninterrupted deep sleep, contributing to their well-being and a mother’s peace of mind.
Q. How do Extra Absorb Pants ensure deep sleep for babies?
Ans.The pants include a third layer that enhances deep absorption, keeping babies dry for up to 12 hours. This reduces disturbances caused by wetness, enabling longer, uninterrupted sleep cycles. Deep sleep helps babies wake up happier and more refreshed, while also allowing mothers to rest or recharge.
Q. What is the benefit of the FlexiFit feature in these diapers?
Ans.The FlexiFit feature ensures a snug, flexible fit around the baby's thighs, offering 2X protection against leaks. This feature prevents thigh gaps and discomfort, especially during movement or sleep, making the diaper more comfortable and secure for active babies during day and night.
Q. How does deeper absorption improve a baby’s well-being?
Ans.Deeper absorption keeps the baby dry for longer, minimizing discomfort, skin irritation, and sleep disruptions. A well-rested baby is less cranky, more playful, and better able to develop emotionally and physically. Consistent deep sleep also supports healthy growth and boosts immune function in infants.
Q. What is the #PowerofDeepSleep campaign?
Ans.The #PowerofDeepSleep campaign is a brand initiative to highlight the importance of deep sleep enabled by MamyPoko Extra Absorb Pants. Through TVCs, digital ads, and influencer engagement, it emphasizes how uninterrupted sleep improves babies’ happiness and supports mothers in reclaiming their rest and routines.
Q. How does MamyPoko's campaign use AI and CGI in its ad?
Ans.The brand created an AI-led CGI ad film that portrays a baby’s dream adventures made possible by deep, uninterrupted sleep. This imaginative storytelling approach captivates parents while creatively demonstrating the importance of sleep quality and how the product contributes to a baby’s peaceful rest.
Q. Who is the target audience of this campaign?
Ans.The primary audience includes new and experienced mothers, caregivers, and families with infants. The campaign leverages emotional messaging, product benefits, and relatable storytelling to build trust and visibility among parents who prioritize sleep quality and comfort for their babies.
Q. How was influencer marketing used in this campaign?
Ans.MamyPoko collaborated with television actress Neha Marda and popular mommy bloggers to amplify the campaign’s reach. These influencers shared experiences and product benefits on digital platforms, helping the brand build credibility, visibility, and strong emotional connections with the parenting community.
Q. What was the role of Grapes in this campaign?
Ans.Grapes, the integrated communication agency, conceptualized the 360° campaign. They executed the strategy across TV, digital, and influencer platforms to ensure maximum awareness and brand recall. Their goal was to build engagement, convey product value, and enhance emotional resonance with the target audience.
Q. What makes MamyPoko Extra Absorb Pants different from regular diapers?
Ans.Unlike regular diapers, MamyPoko Extra Absorb Pants offer a third absorbing layer, 12-hour dryness, and patented technologies focused on deep absorption and leak prevention. These features deliver superior comfort, longer sleep, and peace of mind, making them a thoughtful innovation for modern parenting.
