NEW DELHI: D2C personal care brand Mamaearth has appointed Korra as its creative and content partner. Korra won the mandate in a multi-agency pitch competing against well-known global network agencies.
The communications mandate entails shaping the narrative for the Mamaearth brand and product campaigns. As part of its duties, Korra will provide strategic counsel for content creation and amplification across mediums. The new alliance will also include the agency working closely with the marketing team and other agency partners to create consolidated integrated communication programmes for the brand.
The agency recently designed, produced, and released Mamaearth’s first brand initiative, a manifesto film about their philosophy of ‘Goodness Inside’. This is the first of many initiatives being planned to position Mamaearth as a leader in the personal care category in India.
Mamaearth co-founder & CEO Varun Alagh said, “Korra demonstrated innovative thinking and a deep understanding of our brand philosophy. Being a digital-first brand for millennials, we were looking for a bright, young and talented set of individuals who reflect our philosophy. We are excited about our partnership with Korra and look forward to building the brand with them through meaningful and insightful communication”.
Korra India founder & CEO Gaurav Nab said, “It’s not every day that you find partners that share the same core philosophies. We are excited to partner with Mamaearth. With the challenger DNA fuelling both brands, we look forward to delivering more path-breaking work in the times to come. We are working towards further strengthening the brand’s foothold in this hyperactive category through an innovative approach aimed at creative storytelling and targeted, digital-first campaigns that raise aspiration for the brand.”
Korra director Raman Kumar remarked, “Mamaearth is a key milestone in the journey of Korra and a recognition of our capability and talent. We are excited about this partnership and look forward to working with the team at Mamaearth to make it the most preferred personal care brand in India.
The creative strategy was led by Korra CCO Deepak Kumar who said, “Mamaearth is not just redefining the category but also redefining the way we look at products with their ‘Goodness Inside’ philosophy. Mamaearth being a strong D2C brand, one can forge strong loyalty among the user base through multiple touchpoints on social media, app and web content. Our pitch had to bring this to life, and I am glad we did a winning job.”
