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Mamia Diaper V3
Mamia Diaper V3
Concept PRESENTATION
13072021
Mission
Issue
Narrative
Dare
MIND
MISSION
Create TOM – Generate trial – Establish Mamia’s
Fastest Absorbency claim and make Mamia every
mother’s first choice.
Issue
Pampers is still considered the gold
standard however Canbabe and Molfix
are also enjoying the market share
because of their quality and competitive
price point.
NARRATIVE
Every mother wants her baby to be active. A
active baby is a healthy baby. Anything that
stops him from being active (fast) is a matter of
great concern for the mother.
DARE
An Active (quick) kid needs a
Quick Solution!
Ad IDEA 1
Hide ‘n Seek
Location: Room
Time: bright sunny day
Situation: Hide and Seek
The film begins to show a mother [Sara Khan] playing hide-n-seek with her 1 yo son.
She follows him. (camera will follow Sarah khan)
The son is shown hiding behind a Jumbo Size Mamia pack.
sfx:
Sara Khan: Ready or Not here I come.
camera pans (left to right) [establish brand] on Mamia pack and the boy
is shown escaping. Cut to show the baby who is hiding under the table.
As the mother looks under the table her is nowhere to be found.
Quick Quick
Fun & Games
Sara tries to look around but now her son is hiding behind the curtains.
His mother sees his feet. Slowly she tries to grab him but in a blink the boy escapes.
Cut to the boy hiding under the blanket – mother catches him.
Cut to show Sara holding Mamia’s Pack. She changes baby’s diaper, CU shot of the elastic ears sticking.
[we see supers of Non-Irritating elastic ear]
She him in the crib for nap
Sara’s Dialouge : Bachay har kaam kartay hain Quick Quick.. isli mainay choose kia
sab say Quick Absorb karny wala New Mamia Diapers!!!
We see hand pouring blue liquid on Mamia Diapers
cut to show the liquid being absorbed quickly (we see animated clock along with diapers)
MVO: Mamia diapers with its Super Quick GEL Technology (logo)
mashoor diapers kay muqablay main sab say teezi say karey jazb
iski 3D technology, with 12-hour leak protection; rakhay babies ko rash aur allergy-free,
[Non-Irritating
elastic ear]
Sara comes back to see her kid in the crib but he has escaped from there.
She look back to see her kid hugging her. She gives a super cute expression and kisses her kid.
Shot of mother & child affection.
Sara’s VO: Ab Pakistan mein agaya. Main ney bhe apna liya
Mamia.
We see a smiley – the eyes then become part of Mamia logotype
We see logo animation of Mamia logo.
Signature Music:
Jingle: Quick Quick Dry - Mamia baby!
Sara Khan:
MVO: Mamia diapers with its
Ready or Not here I come.
Super Quick GEL Technology
Jingle: mashoor diapers kay muqablay main
Quick Quick… sab say teezi say karey jazb iski 3D technology, with 12-hour
Kabhi here kabhi there… leak protection; rakhay babies
Quick Quick ko rash aur allergy-free, aur iskay non-irritating elastic ear
Masti everywhere dain full grip affordability kay sath.
Sara Khan: Sara’s VO: Yaqeen na aey tou you must try.
Peekaboo!!!
Kid: Peek a booo (in his broken language)
Quick Quick
hameesha happy Sara Khan: Awwww
Quick Quick Sara’s VO: Ab Pakistan mein agaya.
Dry - Mamia baby! Main ney bhe apna liya Mamia.