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National, November 15, 2022- Mamaearth, the fastest-growing FMCG brand from the House of Honasa, launched its latest integrated marketing campaign, #IssWinterGlowNaturally, with celebrated actor and Brand Ambassador Shilpa Shetty Kundra. The campaign film highlights the brand ideology of bringing the wisdom and goodness of household DIY recipes in easy-to-use formats with the same goodness of natural ingredients without any toxins. What's the most frequently go-to recipe in Indian households for dry and dull winter skin? Of course, it's Honey and Malai. The film opens with Shilpa Shetty Kundra walking into her friend's house and unfolding a scenario that leaves her intrigued and confused. To help her friend with a trusted natural solution without all this 'chip chip' and 'jhanjhat', Shilpa recommends Mamaearth Honey Malai Cold Cream, crafted with the goodness of natural ingredients like Honey and Malai, the cold cream is toxin-free and Made Safe Certified. She is positioning Mamaearth Honey Malai as an easier way of giving one's skin the moisturization and nourishing glow this winter. The film is a simple yet powerful representation of the brand's philosophy and product proposition of goodness inside. Regarding the campaign, Ghazal Alagh, Co-Founder and CIO at Mamaearth, said, "With the growing awareness of the benefits of traditional ingredients and recipes, millennials are increasingly looking for products with natural ingredients that are safe. Mamaearth has been striving to bring together nature's goodness with science and create a product portfolio inspired by our grandmother's kitchen recipes and filled with goodness inside. Honey and Malai are very common ingredients that we have seen at home for ages; hence, we decided to launch this range and present to our consumers a product that provides the goodness of these ingredients hassle-free. Through this film, we have tried to highlight the latest proposition and offering, and we are certain it will resonate with the millennials, and they will choose nature's goodness with Mamaearth's Honey Malai range." "I have always strongly believed in traditional homemade tricks and age-old self-care hacks. One of the reasons for partnering with Mamaearth was their strong foundation in keeping the ethos of Ayurveda alive with ancient recipes innovating and catering to modern consumers today. With the Mamaearth Honey Malai Cold Cream, the brand reiterates its belief in the goodness of nature, not just caring for your skin but also Mother Earth, and I hope the consumers relate to the film and choose Mamaearth goodness as I did.", says Shilpa Shetty Kundra The film has been conceptualized by the internal creative team at Mamaearth and Estoot, who have also produced it. Navkiran Brar, the founder of Estoot, says, "This campaign showcases our shared creative ethos - simple stories that are clutter-breaking. By mixing humour with traditional wisdom - like Honey Malai for dry winter skin - we've created an honest communication piece that will resonate with viewers of all ages." Mamaearth is a brand built on the principles of Honesty, Natural, and Safety, and it believes that goodness starts with the small things that each of us can do daily! The brand continues to live up to its promise of using the best of nature, with no toxins and no harmful chemicals, while being cruelty-free and plastic-positive. -x-x- ABOUT MAMAEARTH Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is Asia's first brand with Made safe certified products that offer toxin-free, natural baby care, skincare, and hair care products. Driven by innovation and using the best of science and Ayurveda, the brand caters to all personal care needs of young, aspirational, and increasingly conscious Indian consumers. In a short span of 5 years, Mamaearth has created a product portfolio of 140+ products packed with goodness inside, has reached over 5 million customers in 500 Indian cities servicing 14000 pin codes, and is the fastest growing FMCG start-up to hit a 500 Cr run rate in India. Mamaearth products are available on www.mamaearth.in, major eCommerce platforms like Amazon, Nykaa, and Flipkart and over 30,000 points of sales across the country. ABOUT HONASA CONSUMER PVT LTD Honasa Consumer Pvt Limited (HCPL) is a house of brands with a digital-first approach towards consumer brands creating the FMCG conglomerate of the future. A company built on the values of Honesty, Natural ingredients and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct-to-consumer marketing, and e-commerce fulfilment. It is currently catering to over 500 cities in India. HCPL is building an ecosystem that helps benefit the consumers and the community. HCPL has built an in-house portfolio of digital-first consumer brands like Mamaearth, The Derma Co., Aqualogica, and Ayuga and has recently acquired stakes in BBlunt and content platform- Momspresso. Backed by Sequoia Capital India, Sofina SA, Fireside Ventures, and Stellaris Venture Partners, HCPL is set to become a billion-dollar FMCG conglomerate in the next five years — spread across the globe but connected through a digital centre of excellence.