Mumbai: MamyPoko Pants has launched the #HappyBumHappyMamy campaign, creating an asset for the brand with the Happy Mamy song. The song highlights the happiness and chirpy enthusiasm of the babies and their mothers. It very well resonates with the ethos of the brand and promotes the cheerfulness of both the baby and the mom.

The entire campaign was conceptualised and executed by Grapes, an integrated communication agency, which played an instrumental role in aligning the song as the personification of MamyPoko Pants. For ensuring better reception of the song amongst the audience, influencer activity was initiated as part of the campaign which was rolled out across social media platforms. For further amplification, a UGC contest is aligned to ensure organic engagement with the audience.   

The video beautifully captures the importance of sound sleep for a chirpy and joyful baby throughout the day. Bed-wetting can disrupt the peaceful sleep of the child and be a source of annoyance and cranky behaviour in them. Providing a helping hand to the child-rearing task of the mothers, MamyPoko Pants establishes the importance of diapers in ensuring leakage-free nights for the kids.

A good night's sleep not just contributes to the cheerfulness of the child but is also a means of the mother’s contentment. While rendering a comfortable day for the baby, the brand underscores the importance of hygiene as well through the song.

Grapes co-founder and CEO Shradha Agarwal, said, “The thought behind the campaign was to make the mommy and the baby dance to the tunes of “Happy Mamy Song”. To achieve the same we made a conscious decision to create the song as a nursery rhyme, making it a perfect concoction for grooving. The playful music effortlessly strikes a chord with the babies as well as with moms that doesn’t need any explanation and can be easily understood by the audience.”

Elaborating on the song,  MamyPoko senior brand manager Toshiyuki Nakamura said, “The song depicts the entire essence of the brand. We understand the endless effort mothers make to keep their children healthy and happy. In the hectic schedule of taking care of the baby, we want to reduce the hassles of the mothers in every way possible. And the Happy Mamy Song beautifully brings out the brand messaging with much effectiveness.”