NEW DELHI: Taking cues from another leading brand which associates with pregnant Indian celebrities, skincare and haircare brand Mamaearth recently signed on TV industry veteran Anita Hassanandani for a long-term, strategic association for its haircare, skincare, and baby care categories.

With the star just delivering a baby boy, as anticipated, social media is abuzz with news about the same. Since Mamaearth’s products have ingredients that are derived from nature and are cruelty-free and PETA certified, bringing in a new mother who has a huge influence on social media is an alliance that is proving to be judicious.

Her first video with Mamaearth went live on her social media handle on the morning of her delivery, making it the last post before she welcomed a new member into her family. The video ended up receiving unprecedented engagement, love, and good wishes because of the carefully planned timing and the nature of the post.

“With Mamaearth, I feel like my thoughts are aligned to theirs because I too have always been conscious about the skincare and haircare products I use,” said Anita Hassanadani. “They also have a really cool initiative where they link every order on the website to a tree they plant and being a new mother, it matters to me more now that we make our environment sustainable for future generations. I am really looking forward to starting more conversations around beauty that’s organic and backed by science.”

Honasa Consumer VP - marketing Sambit Dash said, “Mamaearth constantly looks to connect and engage with millennial consumers. Anita is a trusted known name who resonates with our consumers and fits in strongly with our brand ideology of ‘Goodness Inside’. We are confident that this collaboration will help us further strengthen our position as a baby care and personal care brand for millennials.”