Dentsu launches MAMA Lab

Dentsu, on the occasion of Women's Day, launched MAMA Lab in Delhi. MAMA Lab is an initiative dedicated to innovate the practice of connecting brands with mothers, through real, actionable insights. It aims at gaining insights into mothers and motherhood in India that will truly go beyond oft-repeated motherhood statements.

Swati Bhattacharya, principal partner - MAMA Lab, creative, Dentsu, says, "No stock character is as ubiquitous in advertising as the sacrificial mother. She is the conquering hero of child rearing, endlessly in demand but never really desired - either at home or in the boardroom. An ideologically-based social construct, rather than a biologically determined state. At MAMA Lab, we want to worship her less and know her more. We want to celebrate her fallibility and forge an intimacy that's born out of truth. MAMA Lab gives me the opportunity to speak to women in our language, in our own unique way."

The project, which originated in Dentsu Tokyo, has a vision of being an ongoing visual and oral biography of Indian mothers. It will attempt to enable brands to understand and connect with mothers. At its core, MAMA Lab looks to sift the real from the unreal, idealised, idolised pictures that abound about the Indian mother.

Rohit Ohri, executive chairman, Dentsu India and CEO, Dentsu APAC, says, "Dentsu MAMA Lab aims to be a thought leader on mothers, motherhood and mothering. 'Good Innovation' is the essence of brand Dentsu and MAMA Lab is a vivid demonstration of it. Through our understanding of the different facets of a mother, we will enable more meaningful and innovative connections between brands and moms."

See the MAMA Lab presentation below.