Indian sustainable kids clothing brand Ed-a-Mamma has launched its digital Autumn/Winter collection campaign. Titled ‘Out is In’, the campaign aims to encourage kids to explore nature, while being comfortable and confident in the latest collection. 

The campaign will see a mix of reels and posts across social media platforms that will focus on kids exploring the outdoors through simple play and fun adventures. Designed to capture kids’ play as it is in real life, the campaign seeks to uncomplicate clothing choices for the age group. The theme running through the teasers, videos, posts, reels, and stories will highlight why and how ‘out’ is fun and that this trend is ‘in’ for the coming season. Each post will remind viewers of their own childhood, reversing the pester power ideology to create mindful adults who urge kids to play outdoors. 

“Kids and pure fun go hand in hand,” said Ed-a-Mamma Founder, Alia Bhatt. “Autumn/Winter is yet another season to be playful and enjoy the outdoors, with new hobbies to discover, activities to indulge in and dreams to be chased. With our ‘Out is In’ campaign, we aim to align the brand’s goal with the playful nature of kids and encourage them to be just that – kids! Our new collection matches their energy level in playful colours, fresh designs and sustainable fabric, while ensuring they are comfortable and cosy.”