February 14, 2025
Campaign Indian

Cheil X’s New Campaign for Lovingle Shines a Light on New Mothers Alongside Newborns

Cheil X has launched an emotionally powerful campaign for Lovingle, a premium diaper brand by RSPL, aimed at redefining the children’s diaper market.

Unlike traditional diaper campaigns that focus solely on newborns, Lovingle takes a unique approach—shifting the spotlight onto new mothers, emphasizing their emotional well-being during this life-changing phase.

Diaper advertising has long been centered around baby comfort and protection, often overlooking the silent struggles of a mother post-childbirth. Lovingle’s latest campaign challenges this norm by recognizing that when a baby is born, a mother is born too—a sentiment captured in the campaign’s tagline, #BadhaiHoMaaHuiHai.

This initiative is designed to spark a much-needed conversation: while families pour their love and attention onto the newborn, the mother—who has undergone a deeply transformative journey—deserves equal care and support.

At the heart of the campaign is a beautifully crafted digital film, now live across social media platforms. The film captures the emotional shift a mother experiences post-delivery. It begins with a nostalgic portrayal of a pregnant woman being cherished and cared for by her family. However, as the scene transitions to the present, the same woman is now seen in the background, as all attention is diverted to the baby. The contrast highlights an all-too-common reality, subtly urging families to acknowledge and nurture the mother’s emotional well-being too.

Harkawal Singh, Vice President – Global Marketing at RSPL, shared his thoughts on what makes Lovingle stand out in the market.“Lovingle offers premium-quality diapers at an honest price, ensuring the best care for babies. But we also recognize that a mother’s well-being is just as delicate as her newborn’s. With this campaign, we wanted to encourage families to extend their care beyond the baby and celebrate the mother’s journey as well.”

The campaign’s creative execution also marks a shift in the storytelling around diapers in India. Amit Nandwani, National Creative Director at Cheil X, explained: “Most diaper brands focus exclusively on babies. We wanted to challenge this perspective and place mothers at the heart of the conversation. ‘Badhai Ho Maa Hui Hai’ is more than just a tagline—it’s a reminder that a mother, like her child, is also experiencing a new beginning and deserves love and appreciation.”

Neeraj Bassi, Chief Growth Officer at Cheil X, added that the campaign stems from a deep understanding of a new mother’s emotional journey. “Becoming a mother is a profound transformation—physically, emotionally, and mentally. The people around her may be caught up in the joy of the newborn, but the mother herself is adjusting to a new identity. Lovingle recognizes this shift and aims to create awareness about supporting mothers during this phase.”

With this campaign, Lovingle is setting a new standard in the diaper market, ensuring that conversations around baby care also include maternal well-being. By celebrating both the newborn and the mother, the brand is not just selling a product—it’s fostering a culture of empathy, support, and holistic care for growing families