Shilpa Shetty vouches for 'mama approved' Milky Soft Head to Toe Wash by Mamaearth

Mamaearth has unveiled its latest campaign, 'Hai Proof Tabhi Mama Approved,' for the Milky Soft Head to Toe Wash, featuring brand ambassador Shilpa Shetty. The campaign emphasises the importance of safe & toxin-free baby care products.

The campaign film conceptualised by Steve Priya showcases a narrative where Shilpa Shetty takes on the role of a protective and discerning mother, ensuring only the best products touch her baby’s sensitive skin. The ad presents a series of "Not Approved" moments as Shilpa playfully rejects water that is too hot, a towel that is too rough, and a toy that is too pointy before finally approving the Mamaearth Milky Soft Head to Toe Wash for its gentle and natural formulation.

Speaking on the campaign, Shilpa Shetty said, "As a mother, I have always prioritized safety and quality when it comes to baby’s skincare. Mamaearth’s baby care range, with its Made Safe certification and natural ingredients, reassures parents that they are making a safe and nurturing choice. This campaign perfectly captures the love and trust that every mother seeks before choosing a product for her child”.

Commenting on the campaign, Anuja Mishra, EVP & Chief Marketing Officer at Honasa Consumer Limited, said, “For the past eight years, Mamaearth has been a trusted partner in every parent's journey, offering safe, effective, and Made Safe-certified solutions for their little ones. Our mission has always been to provide toxin-free, natural products that parents can rely on without a doubt. The ‘Hai Proof Tabhi Mama Approved’ campaign reflects every mother’s instinct to seek proof and reassurance before choosing what’s best for her child. With Shilpa Shetty as our brand ambassador, we continue to reinforce our commitment to trust, transparency, and care - because when it comes to babies, only the safest, most nurturing, and well-researched solutions will do.”

Priya Pardiwalla, Chief Creative Officer, Steve Priya said, “A mother’s love isn’t just about saying ‘yes’ - it’s in every ‘no’ that she firmly stands by. Every time she rejects something, it’s her way of protecting her baby, ensuring only the safest choices surround them. Her watchful eyes never rest, and her instincts never falter. In a world where every brand loudly claims to be ‘safe,’ Mamaearth Milky Soft Head to Toe Wash lets its ‘Made Safe Certification’ speak for itself. No toxins. No harmful chemicals. Just a quiet, reassuring promise - when you
choose Mamaearth, you choose a level of safety that even a mother’s instincts can trust.”

Mamaearth’s baby care range is Made Safe certified, dermatologically tested, and free from toxins and harmful chemicals, ensuring gentle care for delicate baby skin. The range includes products enriched with natural ingredients like milk, oats, and shea butter, providing nourishment and protection while maintaining skin softness.

With a mission to bring the best of nature to consumers, Mamaearth continues to be a trusted name in skincare, baby care, and hair care, offering safe and effective solutions for the whole family. With a mission to bring the best of nature to consumers, Mamaearth, the flagship brand under Honasa Consumer’s portfolio continues to be a trusted name in skincare, baby care, and hair care, offering safe and effective solutions for the whole family while staying committed to sustainability through its Plant Goodness Initiative. With every order placed on its
website, Mamaearth plants a tree, aligning with its vision of creating a healthier planet for future generations.