MamyPoko Pants launches Vanakkam Pokothala Campaign in Chennai, Tamil Nadu

Chennai, 23rd April, 2024:

Reinforcing its commitment to baby hygiene and strengthening its footprint in South India, Unicharm India – the pioneer of pant-style disposable diapers in the country – has launched its flagship awareness campaign, ‘Vanakkam Pokothala Campaign’ in Chennai. This initiative is designed to engage with over 4,000 mothers across the city and nearby regions, educating them on the importance of baby health, hygiene, and the benefits of using superior quality disposable diapers for uninterrupted deep sleep. As part of the initiative, the brand collaborated with renowned South Indian actress Amala Paul as the official brand ambassador in Tamil Nadu to connect more deeply with new mothers in the region and champion the cause of maternal awareness and infant care.

Launched ten years ago as a social initiative, the Namaste Pokochan campaign promotes better hygiene practices for babies by reaching out to mothers in urban and rural areas through educational events.

Launched to break traditional diapering habits, the campaign encouraged mothers to switch from cloth nappies to hygienic disposable diapers. As India’s first pant-style diaper, MamyPoko Pants made diapering simple, comfortable, and convenient.

Now in its 10th year, the Chennai leg of the campaign continues this legacy by addressing regional consumer’s needs, while empowering mothers with the right knowledge about baby care. Moreover, staying true to its purposes of sensitizing the masses, the brand aspires to expand the campaign beyond Tamil Nadu and reach different states in years to come.

The campaign highlights the importance of deep absorption in diapers, which prevents sogginess and keeps the top sheet dry—helping babies enjoy uninterrupted, deep sleep. The campaign also highlights how soggy diapers with surface wetness can lead to skin discomfort reinforcing the need for high-quality, skin safe diaper. It showcases the power of coconut extracts in MamyPoko diapers, with the tagline “Power of Coco with Poko” highlighting a skin-friendly top sheet enriched with goodness of coconut extract, designed to gently care for a baby’s delicate skin.

Mr. Ashish Kumar Verma, Senior Director – Sales, Unicharm India, said, “We are excited to launch this meaningful initiative in line with the government’s focus on improving hygiene across India. MamyPoko Pants has positively impacted the lives of parents in over 400 locations across cities like Mumbai, Delhi-NCR, Kanpur, Varanasi, Lucknow, and Kolkata through the “ Namaste Pokochan” Campaign. We are now bringing the same momentum to Chennai with Pokothala campaign, and the overwhelming response we’ve received so far demonstrates the importance of educating parents on adopting the best hygiene practices for their infants.”

Speaking on the occasion, Toshiyuki Nakamura, Vice President – Marketing, Unicharm India, said,
“Our superior product quality has earned the trust of crores of mothers across India. Through the Vanakkam Pokothala Campaign, we aim to educate young mothers on the importance of choosing the right diaper, ensuring uninterrupted sleep for their babies, and maintaining a sanitary environment. Amala Paul’s presence as our brand ambassador in Tamil Nadu will further strengthen our connection with mothers in South India. We are excited to bring this campaign to Chennai, as part of our ongoing commitment to baby hygiene and care. South India is a key region for us, and through this initiative, we aim to deepen our bond with parents and make a positive impact on their parenting journey.”

Commenting on the partnership, Amala Paul said, “Motherhood comes with immense responsibility, and new mothers are always seeking the best products for their babies. MamyPoko Pants’ Extra Absorb range addresses this concern by ensuring deep absorption without any sogginess, keeping the baby’s skin dry for uninterrupted sleep. I consciously chose to collaborate with the brand because it provides a long-lasting, skin-safe solution that every mother looks for.”

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