The 50th anniversary campaign brings together real stories from Malaysian parents, including Olympic badminton player Chan Peng Soon and his wife, MayMay Cham, and new parents Nisa and her husband, celebrating the many different ways families grow through parenthood.

Having a baby changes everything. Suddenly, your camera roll is full of baby photos, your shopping list looks very different, and you find yourself celebrating milestones you never knew existed. But here’s something we don’t talk about enough: while little ones are busy growing up, parents are growing too.

For 50 years, MAM has been part of the parenting journey, growing alongside generations of parents and their little ones. To mark its 50th anniversary, the European baby care brand is bringing this story closer to home with “As You Grow, So Do We,” a Malaysian campaign celebrating the many ways parents learn, adapt and grow through every chapter of parenthood.

At the heart of the campaign is a brand film featuring real Malaysian parents at different stages of their journeys. Rather than focusing simply on the milestones of a growing child, the film turns the lens towards parents themselves and the changes, choices and everyday experiences that shape them along the way.

Real Parents. Real Choices. Real MAM Journeys.

The campaign features Malaysian parents who are not simply faces of the campaign, but real MAM consumers who have chosen and used MAM products as part of their parenting journey.

One of the stories features MayMay Cham, a mother of four and former singer, together with her husband, Malaysian badminton player Chan Peng Soon.

From the stage to family life, MayMay has embraced many different roles and chapters. After becoming a mother, she devoted much of her time and love to raising her family, while gradually finding her own rhythm again.

Today, she continues to make space for the things she enjoys, from yoga and staying active to simply living life to the fullest. For MayMay, becoming a mother does not mean losing who you are. It is about continuing to grow, embracing each stage of life and finding your own sense of happiness and fulfilment.

As a long-time MAM consumer, her relationship with the brand has grown alongside her own journey as a mother. Her experience reflects the trust and belief built through years of choosing MAM for her family.

The campaign also features social content creator Nisa and her husband, who are at a very different stage of parenthood. As new parents, they are learning to balance caring for their little one with work and everyday life.

Like many new mothers, Nisa explored different options as she learned what worked best for her baby. Through that journey, she discovered MAM and found it to be the right choice for her little one during those important early stages.

Though MayMay and Nisa are at different points in motherhood, their stories share something in common: the choices we make as parents evolve as we learn, grow and understand what works best for our families.

That is the heart of “As You Grow, So Do We”, celebrating not only how children grow, but how parents continue to grow with them through every new chapter.

Watch the Campaign Film

Discover the stories of Malaysian parents growing through every chapter of parenthood.

Watch the full “As You Grow, So Do We” film here: