Huggies, India’s baby care brands from Kimberly-Clark, has launched its newest campaign featuring the Geelu Monster, a character designed to highlight a common problem parents face: prolonged wetness on their baby’s skin.
The campaign uses a clear, simple storytelling approach to reinforce Huggies’ as Fastest Absorbing Diaper, built on a key category driver and backed by the brand’s technology and understanding of parents’ needs.
During consumer immersions, moms shared that they often didn’t realize how long their baby’s skin stayed wet before the diaper absorbed fully. Many assumed their current brand performed similarly. The Geelu Monster was created to represent this unseen wetness that leads to irritation and discomfort for babies.
The campaign demonstrates how Huggies can defeat the Geelu Monster by keeping a baby’s skin dry and comfortable almost instantly. To make the message clear and easy to remember, the campaign highlights the functional benefit in a straightforward way Absorbs in 9 seconds according to the brand.
The new Huggies Geelu Monster campaign rolls out across television, digital, and social media platforms, supported by engaging influencer and on-ground activations that bring the character and story to life for parents across India.
Shweta Vig, Marketing Director, Kimberly-Clark India, said: “The Geelu Monster is more than just a fun creative idea – it’s a powerful way to connect emotionally with parents and highlight a very real issue babies face. By turning an invisible discomfort into a visible story, we’re helping moms see how quickly and effectively Huggies keeps their little ones dry. The campaign is designed to be both engaging and insightful, and reflects our ongoing commitment to bring innovation and empathy intoevery Huggies experience.”
