Applecrumby spotlights motherhood with "Kisah kasih ibu"

Applecrumby has rolled out "Kisah kasih ibu" ("Story of a mother's love"), an integrated campaign that celebrates the love and sacrifice of mothers while relaunching its PureBasics diaper range.

Created in partnership with creative agency Kingdom Digital the campaign takes a step away from the usual focus on product features and price points, instead tapping into the emotional truth that while every mother’s journey is different, a mother’s love is universal.

At the heart of the campaign is a 2 minute brand film, drawn from the real stories of three mothers, which is airing across GSC cinemas from 3 July to 30 September 2025.

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The Kisah Kasih 3 Ibu film highlights the journeys of three mothers. Fiza Frizzy, a mother of three, opens up about the “mom guilt” she experiences as a working parent. Tan Jia Min, a first-time mother, shares how she is adjusting to life with a new baby. Meanwhile, Bhavanee Arvinna Suresh Kumar reflects on her path to motherhood after an eight-year battle with polycystic ovarian syndrome (PCOS).

Fathers were also included in the narrative, ensuring a more holistic view of parenting. Throughout the film, Applecrumby’s diapers play a subtle yet meaningful role, not taking centre stage, but serving as the dependable companion that makes parents’ lives easier.

Beyond the screen, Applecrumby and Kingdom Digital extended the storytelling through on-ground and digital activations. At the TCE Baby Expo, parents were invited to share their experiences, which were then transformed into personalized poems by a poet as keepsakes.

Fathers were also brought into the conversation through a street interview series that asked what they would trade for their wives’ good night’s sleep. These initiatives were supported by event recap videos, testimonials, and social content to create a holistic brand experience.

"This campaign is proof that heartfelt stories create lasting impressions and turn passive audiences into passionate advocates," said Jeremy Foo, Brand Director of Applecrumby. "We will continue to release new products for a wider range of customers, giving more people access to our brand promise of organic-based, safe, and natural products."

Applecrumby said it chose to partner with Kingdom Digital for its strategic and collaborative approach, noting that the agency’s pitch stood out for its tailored insights and emotive storytelling. The agency’s in-house creative and production teams oversaw the entire campaign, from scripting to post-production of the cinema-quality film.

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