Huggies highlights power of a mother's hug through new campaign

Touch is essential for human survival, especially for a newborn. Babies are experiencing everything for the first time, including embraces from mom and dad. But those embraces do more than just put a smile on the baby's face. Over 600 medical studies on the effects of human touch prove what moms have always known - Hugs are important. Affectionate touch, in the form of hugs and caresses, are also vital to the healthy development of a child and these positive effects go beyond babyhood.

Huggies, the world's leading diaper brand, understands that one of the most valuable gifts a mother can give her baby in the immediate hours, days and weeks after birth, is her hug. In fact, research shows that babies are neurologically wired to stop crying when being carried. Moms will agree that they need no reminders to hug their baby. They instinctively shower warm, comforting embraces on their baby, as many times as possible.

But Huggies believes that the power of a mother's hug transcends mere instinct. Every hug sets off cascades of hormones that benefit health and help regulate body temperature. A hug can stabilize heart rate, increase oxygen levels, strengthen the immune system, and reduce crying and stress. Indeed, a mother's hug is nothing less than a miracle tonic.

Commenting on the campaign, Suryakant Pandey, the Managing Director of Kimberly Clark India, said, "It's our constant endeavor to provide superior consumer experience, in line with our vision to 'Lead the world in essentials for a better life'. As pioneers of the diaper category in India, Kimberly Clark aims to transform the consumer experience yet again. Huggies believes in the immense power of a mother's hug. Inspired by a mother's hug, we have completely redesigned our Huggies product with a new Hug-Fit design. We believe moms and babies in India will love this new product."

It is this power that Huggies has brought alive through their latest video featuring the beautiful moment of a baby's first hug after birth. The video highlights the significance of infant-mother bonding that begins with a physical connection which eventually evolves into a psychological one, by aiding the child's cognitive development and growth. A mother's hug is not just where the baby feels the safest, it's what makes him/her the strongest.

Each diaper by Huggies is designed to provide the extra care unique to a mom's hug. Even the design and material of Huggies Wonderpants takes inspiration from it, with soft and stretchable material that extends a hug-like fit to keep the baby comfortable.