Love for 2

Edamamma’s maternity line wasn’t just a new product drop but a love letter to motherhood. And we had the rare chance to help tell that story, with Alia Bhatt at the heart of it.

We created a campaign centred around the bond between mother and child, a relationship that begins long before birth and is built on shared experiences, quiet rituals, and everyday moments.

The idea was simple yet expansive: everything you do while pregnant, you do for two: rest for two, play for two, and dream for two. This became the creative thread running through the campaign—an emotional, playful, and deeply human way to launch a maternity line.