MUMBAI: As a promotional strategy, P&G’s babycare brand has launched an initiative by the name ‘Pampers Good Morning Baby’ aimed to serve as a common platform for mothers across India to get together and share their happy morning moments with their babies.
The campaign has been conceptualised by Saatchi and Saatchi.
While the media duties for the campaign are handled by Mediacom digital agency, Quasar is responsible for the digital part.
Spread over four weeks, the campaign includes TVCs, print ads in newspapers and magazines, Facebook page with baby FM application, digital banner campaign and a Good morning Baby IVR-based phone community.
Saachi did an exploring research across India by Saatchi and Saatchi accompanied by a survey among mothers conducted by AC Neilson which formed the basis of the campaign. The results provided insight that when babies wake up happy in the mornings, the feeling transcends to the entire family and has an overall positive effect on the home environment.
This is the first time that Pampers India has attempted such a holistic campaign.
Says Pampers India brand manager Girish Kalyanaraman, “In today’s scenario, the media verticals are not independent of each other. Therefore, the challenge was to integrate the big idea across all media. We explored various ideas with Saatchi and felt that the story of joyful wake ups is integral to the brand equity because Pampers is dedicated to ensuring babies get peaceful night’s sleep which results in their healthy development”.
‘Pampers Good Morning Baby’ has been created to give a common platform for mothers across India to get together and share their happy morning moments with their babies. The proposition of the campaign is that these happy moments are possible only when the baby has had a good night sleep and Pampers is dedicated to ensuring babies get peaceful night’s sleep which results in their healthy development.?
Saatchi & Saatchi regional planning director Hari Ganesh says, “As a father, I personally feel that the happy morning wake up of my baby has a transcending effect on the entire family. My wife feels relieved to see the baby waking up happy. I get to spend quality time before I go to work. And the day begins great.”
Saatchi & Saatchi NCD Ramanuj Shastry agrees, “Every mother has her sweet nothings with her baby - that one name that she calls him, that one tickle that makes him laugh, that one smile that melts her heart and that one special song that she always sings from her heart; moments that she cherishes every day. Therefore the creative objective was to amplify such moments across media and invite mothers to join the movement”.
