// Mamy Poko Pants //
Pokothala - Integrated BTL Campaign
BRAND OVERVIEW
MamyPoko Pants
MamyPoko Pants is committed to nurturing a baby’s growth and well-being through every stage of early life. The brand’s mission is to support mothers in providing superior care for their little ones, while strengthening the pure and emotional bond between mother and child.
Together with mothers, MamyPoko Pants helps create a nurturing environment that prioritizes a baby’s comfort and joy, making the journey of motherhood more confident, supported, and truly special.
INDUSTRY
HEALTHCARE & OTC
Campaign Name
Poko With Power of Coco
SERVICES
PR & INFLUENCER MARKETING, MEDIA PLANNING & BUYING, EVENTS & ACTIVATIONS, SOCIAL MEDIA & CONTENT STRATEGY
Core Insights
01.
Challenging Rural Strongholds
MamyPoko Pants holds the #1 position across most markets, except in the South, where Pampers is synonymous with diapers, particularly in rural areas. The key challenge was to reshape consumer perception and capture market share to establish MamyPoko Pants as the preferred brand in the region.
02.
Education on Hygiene and Diaper Care
In rural markets, the key concern lay in awareness around hygiene and diaper care for infants and toddlers. Recognising this gap, the brand saw an opportunity to educate consumers and, as a category leader, adopted a holistic approach to drive both awareness and adoption.
The Core Objective
The campaign focused on driving product awareness by highlighting the key benefit of Goodness of Coconut Oil Extracts, while simultaneously building education through on-ground experts and innovative, high-impact BTL initiatives. This approach was further strengthened by encouraging adoption and trial through strategic product sampling, ensuring mass reach and hands-on experience with the product.
Approach & Execution
This campaign was executed through three distinct yet integrated routes: Digital and Content, BTL, and PR. The digital and content leg stayed deeply rooted in the brand, leveraging culturally resonant Tamil music, high-impact social creatives, digital AVs for message summarisation, and paid plus hyper-local radio campaigns to build buzz and reach. This was amplified through strong BTL initiatives including OOH branding, canter routes and setups, on-ground outreach, flash mobs, regional influencer marketing, and extensive branding collateral. The campaign culminated in a high-visibility PR event with Amala Paul, attended by over 60 publications, effectively reinforcing and amplifying the brand’s core message.
The Results
8,000+ Mothers tapped & engaged
Engaged mothers across the city through on-ground events, education sessions, different on-ground experiential activities
50 Locations Captured
Across Chennai, key targets
~95 Million+ - Campaign Reach
Inclusive of all media and on-ground channels like Events, Flashmobs, Social, Content, Influencers, PR, Radio, OOH & Paid Media
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The campaign extended beyond product promotion — driving education and awareness through engaging, innovative BTL activations. With a strong focus on generating trials, meeting targets, and amplifying the brand message, the initiative created an energetic buzz on the ground. Chennai embraced it wholeheartedly, and the results spoke for themselves.
Watch out for Poko with Power of Coco 2.0, soon!