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Pampers #ItTakes2

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Pampers’ challenge was to regain equity amongst young mums and strengthen brand “likeability”.

Brand Insight: Go beyond “me too” functional benefits, connect with mums at a deeper level by showing Pampers truly cares for her baby’s happy, healthy development.

Consumer Insight: In India, raising a baby is a mum’s job only. The patriarchal Indian society looks down upon men who help their wives in baby chores. There is a social stigma attached to men willing to do the dirty job of cleaning up the baby’s poop and being engaged in child care duties. Most Indian dads believe that diaper changing is a second class job. On the other hand, nine out of 10 Indian women want husbands to be more involved in baby care. What they lack is an expert voice that can challenge this “compartmentalised” approach of raising kids.

MediaCom identified a strong hook here - the dire need for making INCLUSIVE PARENTING the new norm! That fathers and mothers have unique and complementary roles had to be emphasised.

With the intent of driving deeper brand engagement via “more meaningful” conversations (and in the process regaining brand affinity and preference), it asked parents a simple question: If IT TAKES 2 to MAKE a baby, shouldn’t IT TAKE 2 to RAISE a baby?


BUT, changing a long held cultural belief was not easy. The agency needed to create a MOVEMENT, highlighting the need for cultural change.

It used hard hitting survey results as “tension points” to fuel debates and discussions on social media. The intention was to get mums in the driver’s seat and get them talking.

• 88% Indian dads believe baby chores are a mum’s responsibility.
• 88% mums believe that their husbands hesitate to take on the diapering duty.
• 90% mums want husbands to be more involved in baby care.

Now that it had the attention of the mums, the agency wanted to engage with them and make them voice their opinion. It wanted “her” to involve “him” and other mums too.

To get a few credible advocates on its side, it used the influential power of top mummy bloggers and pediatricians (people she looks up to) to endorse the message. That mums only trust other mums for all things baby related was the overarching thought behind choosing real mums over celebs.

Boom! It had hit the chord right away. Mums started sharing these blogs and involved dads in the discussion, making them realise the benefits of inclusive parenting.

Once it had dads involved, it was the perfect time to launch Pampers’ heart-warming film show casing real-life dads and babies having a cherished moment together. That babies learn through imitating dads was the predominant thought behind the video, encouraging dads to spend more time with their babies.

MediaCom called on dads to contribute to baby chores, highlighting the fact that a happy, healthy baby needs both Ma and Pa.

Pampers now “owned an emotion” in the mum’s life rather than being another diaper talking brand superiority.


Finding “time starved” mums on media wasn’t easy. Platforms had to be chosen keeping in mind her “not so media friendly” life.

Given every new mum’s social life is restricted, Facebook is her window to catch up with friends and family. However, identifying mums (of toddlers) on Facebook was not simple. Demographic targeting was not an option owing to huge spill into non-mums! Behavioural targeting was the way forward- the agency tracked social media behaviour of mums to create India’s first mum cluster by bucketing content pages catering to parenting, mum’s fitness, pregnancy etc. This drove engagement with 70% mums ensuring minimal wastage.

Tie up with the leading parenting website – mycity4kids helped get over 228,000 views on 100 pieces of Pro Bono content written by mothers and pediatricians.

Once it had gotten parents to think deeper about the issue, it followed it up with the hero asset- a heart-warming video showing the role dads play in a toddler’s growing up years. To ensure the video reached the “right” target audience, it was launched on handpicked content like Lullabies, Rhymes etc. on You Tube. The video went viral in a week viewed by over nine million parents.

The campaign got further credibility when ace cricketer Virat Kohli took on the diapering challenge on national television sending out the message that baby care is a father’s job too.

To close the last mile purchase, aisles in super market were branded with counsellors impressing upon parents the importance of inclusive parenting. 


Business Results:
• 54% increase in sales off take of Pampers in two months.
• Unaided Brand Awareness for Pampers grew by seven points in just two months.
• 15% uplift in all equity parameters.
• Love for Pampers grew- 115 index vs start of campaign.
• Pampers is now the most loved diaper brand in India.

Media Results:
• 80% - 1,36,00,000, young parents reached in just two months.
• 4.5 million views on YouTube and 4.2 million views on Facebook, all from parents of toddlers.
• 4.5x increase in conversations around Pampers on social media.
• 5,50,000 likes, comments and shares on Facebook making it the most viral campaign in the baby care space.

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Brand Owner:
Procter & Gamble
Baby Care
November 2016 - January 2017
Media Channel:
  • FMAs shortlisted

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