Insight
Grapes partnered with Mamy Poko Pants to deliver a high-impact PR campaign in Uttar Pradesh, reinforcing the brand’s leadership in the diaper category. By onboarding regional icon Soumya Tandon and launching the #DeepAbsorptionDeepSleep campaign through a large-scale media and influencer event in Lucknow, the brand maximised share of voice and visibility for its new variants.
Objective
The goal was to position Mamy Poko Pants as a leading brand in the diaper category while maximizing its share of voice through strategic media announcements. The campaign aimed to boost brand awareness across UP and introduce the target audience to Mamy Poko Pants’ new variants and products, ensuring the brand remained top-of-mind for parents and caregivers.
Strategy
Considering that UP is a major market for the brand, Soumya Tandon was roped in as the regional brand ambassador. A campaign was executed to promote their newly launched product, culminating in the large-scale #DeepAbsorptionDeepSleep event in Lucknow, which brought together media and influencers to maximize reach, engagement, and brand visibility.