Japanese ad giant Dentsu launches Mama Lab in India

Japanese advertising giant Dentsu today launched its Mama Lab, the division that helps brands that target mothers, in India.
"Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering. Through our understanding of the different facets of a mother, we will enable more meaningful and innovative connections between brands and mothers," Executive Chairman of Dentsu India, Rohit Ohri, said.
Started originally in Tokyo two years back, Mama Lab is a division of the agency which provides insight and creative input to brands that targets new-age mothers as a part of their advertising campaign.
Swati Bhattacharya, who joined the firm in November last year after her 21-year stint at JWT, will head the division in India.

"We will get insights from the market and will provide it to the brands so that they can plan an effective marketing strategy accordingly," Bhattacharya told PTI.
Dentsu has already signed up a number clients, mostly from the FMCG sector, for the Mama Lab division.

Commenting on the roadmap for Mama Labs, Ohri said, "We want to change the way people looks at mothers in India. We want to change the stereotype and find out what they really want."
The agency had recently conducted a study among mothers of different background in 12 cities in India to gain consumer insight.

Dentsu EVP/National Planning Director Narayan Devanathan said, "The task now is to use the rich and diverse insight bank that we have put together to turn into starting points of ideas and innovations that brands can use."
The agency has also invested around USD 35 million for setting up an innovation lab in Japan where it works closely with Facebook, Google and Apple.