NEW DELHI: Aiming to simply extend the brand's support towards nursing mothers, who go through emotional upheaval and uncertainty during this phase of their lives, the campaign was executed as an online social experiment. The central video piece for the campaign was taken live across the social media platforms, showcasing three new mothers from the ages of 28-36.

Initially talking about the adjectives that are generally associated with breastfeeding and motherhood, they then delved deeper into how it actually feels to be a nursing mom and the negative feelings of anxiety, discomfort, etc that naturally arise out of this experience. They also highlighted that support from their loved ones and care for their child’s health are largely responsible in helping them overcome these feelings and regain a positive outlook.

Furthering the campaign, the brand collaborated with mom influencers, who opened up about their breastfeeding journeys and everything that helped them along the way to flip those negative feelings. This campaign is just a step towards normalizing the varied emotions a new mom goes through, not all of which are positive and rewarding.