Plush has launched its ‘Here For You, Mama!’ campaign to highlight the lack of attention given to mothers during postpartum recovery after childbirth.
The Mother’s Day campaign has featured a social experiment in which participants were asked what they would take while visiting someone who had recently given birth. Participants were given Rs 1000 to make their purchase choices, and the experiment has shown that nearly all purchases were made for the newborn instead of the mother.
The campaign has focused on the physical and emotional challenges faced by women during the postpartum phase, including recovery, hormonal changes, exhaustion, discomfort, and emotional stress.
Alongside the campaign, Plush has launched its new maternity range designed for postpartum recovery. The range has included maternity pads and maternity panties developed to absorb heavy postpartum flow, clots, and tissue while remaining gentle on healing skin.
The company has stated that the products have been made without harsh chemicals or added fragrances and have been designed for sensitive skin. The 410mm maternity pads have featured an ultra-thin design with a twin-core absorption system, while the maternity panties have offered full coverage and absorption support.
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“Postpartum care is essential, yet mothers are often overlooked during one of the most physically and emotionally demanding phases of their lives. Recovery after childbirth impacts both physical healing and mental well-being, which is why postpartum preparation is just as important as preparing for the baby. Plush’s maternity range is designed specifically for heavy postpartum flow while being free from harsh chemicals and fragrances, making it safer and gentler for sensitive, healing skin.” – Dr. Mitali
“We realised that while everyone prepares for the baby, very few prepare for the mother. With this campaign, we want to remind people to show up for her too.” – Ketan Munoth
