Huggies India’s new campaign talks about the wetness issues of little babies and claims to solve it.
The baby care brand brings to life a character ‘Geelu Monster’ that expands itself with time and troubles the little babies. It talks about the painpoint of mothers who often have no clue about how long the baby is sitting wet. The brand claims to be the fastest absorbing diapers for babies in the campaign.
The film starts with a baby playing around and peed suddenly making the ‘Geelu Monster’ appear. It got bigger with time and was about to make a rash on the baby’s skin but mother comes around with huggies claiming that the brand absorbs the wetness in just 9 seconds, defeating the monster.
The marketing director of Kimberly-Clark India,Shweta Vig, said: “The Geelu Monster is more than just a fun creative idea – it’s a powerful way to connect emotionally with parents and highlight a very real issue babies face. By turning an invisible discomfort into a visible story, we’re helping moms see how quickly and effectively Huggies keeps their little ones dry. The campaign is designed to be both engaging and insightful, and reflects our ongoing commitment to bring innovation and empathy into every Huggies experience.”
The campaign is rolled out for TV, online and social media. They are also collaborating with influencers and doing real-world activities focusing on the parents.
Key Takeaways from the campaign
Problem Personification:
The campaign created a character ‘Geelu Monster’ out of the wetness problem with the baby diapers that troubles the baby as well as the parents.
Customer-focused solution:
The brand focused on one problem parents often face with the baby care items. It projected itself as a solution so that parents do not have to worry about baby hygiene.
Emotional Connection
By showing the long standing problem parents encounter with their babies, the brand smartly builds emotional connection while also claiming the problem to be solved in just 9 seconds.
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