Ed-a-mamma
Ed-a-Mamma, a purpose-driven, sustainable kidswear brand founded by Alia Bhatt, was created to democratize eco-conscious fashion for families in India.
Ed-a-mamma
Ed-a-Mamma, a purpose-driven, sustainable kidswear brand founded by Alia Bhatt, was created to democratize eco-conscious fashion for families in India. While its celebrity-led visibility helped spark initial interest, the brand needed to reposition itself beyond its famous founder to build long-term credibility, address pricing misconceptions, and establish its professional management structure. AlphabetMedia developed and executed a multi-pronged communications and influencer strategy that blended business storytelling, media engagement, and community outreach.
Background & Challenge
As a homegrown sustainable fashion brand, Ed-a-Mamma set out to redefine kidswear with eco-conscious products that were both accessible and affordable. However, despite strong values and a compelling founder story, the brand faced three core challenges:
- Celebrity-Driven Awareness: Alia Bhatt’s celebrity status drove visibility, but often eclipsed the brand’s core message and product proposition.
- Need for Business Credibility: Industry stakeholders were unsure of the brand’s long-term potential and professional governance.
- Affordability Perception: The sustainability angle was often misunderstood as being synonymous with premium pricing.
Strategy & Approach
To address these challenges, AlphabetMedia crafted a high-level, strategic approach structured around three primary pillars:
- Media & Digital Storytelling: Clearly articulating the brand’s sustainable mission and affordable positioning through strategic media engagements, focusing on conveying the long-term vision of Ed-a-Mamma.
- Influencer & Community Trust: Leveraging trusted influencer networks and community-driven storytelling to authentically communicate the brand’s core values and reinforce consumer trust.
- Industry Credibility: Elevating the brand’s reputation among industry stakeholders and investors by highlighting professional management, operational excellence, and clear long-term growth ambitions through selective industry forums and business media.
Execution
Highlights of Execution:1. Media & Digital Execution: Telling the Brand Story
- Rolled out strong editorial presence across Elle India (Cover), Times of India, She The People, Hindu, Quint, and Times Now.
- Deep-dive interviews with Alia Bhatt and Business Head Iffat Haider Jivan in Mint, Financial Express, and CNN News18 to convey long-term brand vision.
- Storytelling partnerships with Humans of Bombay, Brut India, and Vice helped communicate emotional depth and authenticity.
- Secured features in Business Today, establishing Ed-a-Mamma’s standing as a credible business entity.
2. Influencer & Community Engagement: Building Consumer Trust
- Partnered with conscious parenting creators through barter-only collaborations, maximizing reach with zero media spend.
- Integrated high-trust creators into storytelling on affordability and sustainability.
- Children’s Book Launch – “Ed Finds a Home”, written by Alia Bhatt, launched at an interactive parent–child event. Alia offered exclusive time to media to contextualize the book within the brand’s mission.
- Mother’s Day Campaign – Partnered with Coco Cart to host an intimate storytelling-led event with mom bloggers.
- Expanded influencer reach during Infant & Maternity launches, targeting Gen Z pages and parenting platforms for authentic messaging.
3. Industry Positioning: Establishing Business Credibility
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Alphabet facilitated Ed-a-Mamma’s presence at key industry forums:
- Iffat Haider Jivan won at the Women Disruptor Awards, served as jury for The Mommys 2023, and spoke at the IReC Omnichannel Summit.
- Financial and business media outreach highlighted the brand’s operational maturity and growth trajectory.
4. Key Activations
Flagship Store Opening
- Executed as a media-free, fan-first experience.
- Revived Spill The Beans talk show, featuring candid conversations with mom influencers.
- Onboarded creators like Juhi Godambe, Malvika Sitlani and Roshni Chopra entirely through barter-based engagements.
Brand Collaborations
- MomsCo: Ran a social media contest focused on moms and caregivers, driving engagement and reach.
- Coco Cart: Curated an experiential Mother’s Day campaign, blending premium gifting with heartfelt storytelling.
Results at a Glance
Potential Media Impressions Across Print, Digital & Broadcast
Earned Media Ad Value Generated
Social Mentions Reaching 36.7M Users Organically
Print Readership via High-Circulation Publications