Nobel Hygiene has announced the launch of its new flagship product – Snuggy Diapers. The launch also unveiled the digital campaign for the brand highlighting its features. Conceptualized by creative agency The Womb, the campaign is produced by Bang Bang Films. It has been released on the company’s social media platforms including Facebook, Instagram and YouTube. Furthermore, the brand will also campaign with more than 25 Kerala-based influencers on its digital platforms to illustrate its premium features. “When we brainstormed with our agency The Womb, we knew we wanted something different, something different from the usual visual form of diaper ads. The result is this ad,” said Kartik Johari, VP of Marketing and Commerce, Nobel Hygiene.

Shot in Kerala, the commercial shows a mother in a snake boat being rowed to her newborn child by the locals. Advertising in the baby products category is full of clichés, says Suyash Khabya, creative head of The Womb. “Snuggy is a legacy brand and is one of the market leaders in the South. And they aim to change the language of communication, cut through clutter, and thus make the category interesting enough to bring in more users. That’s what we’ve done. We took something cultural in the south, combined it with a product feature, added a catchy line – neela matlab Geela and went a little over the top with the execution,” he added. The brand’s TV campaign will go into the starts in the first week of April.

Snuggy Diapers was launched in 1987 by film producer R. Mohan. The brand was later acquired by the Godrej group and then on June 30, 2018 by Nobel Hygiene of the Godrej group.

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