Mamaearth highlights the brand purpose of ‘Goodness Inside’ in a new campaign


Mamaearth’s new campaign underlines the brand’s purpose of ‘Goodness Inside‘. It is a digital and social media led campaign that underlines the message that goodness isn’t a superpower or a special gift. In its recent campaign, Mamaearth, a toxin-less personal care brand, reveals its brand purpose as “Goodness Inside”.

Mamaearth products have no toxins and are made from the best of nature. It has no harmful chemicals, no animal testing, no plastic impact.

This brand has always stood by the promise of honesty and goodness in everything they do since their establishment in 2016. Mamaearth was found by a husband and wife duo Varun Alagh and Ghazal Alagh. Mamaearth is Asia’s first brand with products of Madesafe certification. The products of Mamaearth are 100% toxin-free and natural baby care, skincare, and hair care products. They see that millennial consumers have the same belief system, and make their choices with the philosophy of goodness as a choice too.

Speaking about the ‘Goodness Inside’ campaign, VS Kannan Sitaram, the Venture Partner at Fireside Ventures said “We at Fireside strongly believe that great brands have a bigger purpose beyond just delivering product benefits. Mamaearth is definitely a brilliant example of a brand that lives its purpose in an admirable manner. Its values reproduce strongly with its consumers and create a faithful, growing community of consumers. With this firm fix, Mamaearth is all set to grow multifold.”

The brand’s purpose of ‘Goodness Inside’ comes from what the brand has stood for all along since its foundation. Mamaearth is an environmentally friendly brand working towards the conservation of our Mother Earth for future generations. This is done by recycling more plastic than they use. The brand’s toxin-free products guarantee purity and natural goodness which is good not just for humans but for the planet as well.

The brand believes in spreading ‘goodness’ thus extends it beyond the product to other actions as well. In this situation of the COVID-19 pandemic, Mamaearth decided not to profit from the present situation by selling sanitizers. Rather they distributed around 50,000 sanitizers to people, through 2500+ Goodness Ambassadors across the country. They’ve also distributed cotton reusable face masks with smiles embossed on them, through these Goodness Ambassadors as well.


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