The TV and print campaign has been conceptualised by Saatchi & Saatchi to create a platform for mothers to share their happy morning moments with their babies
The TV and print campaign has been conceptualised by Saatchi & Saatchi to create a platform for mothers to share their happy morning moments with their babies
BestMediaInfo Bureau | Delhi | June 6, 2012
While P&G's babycare brand, Pampers, is the leader in offering innovative and superior products, a recent initiative – 'Pampers Good Morning Baby' – aims to make Pampers a truly 'lovemark' for every mother. Conceptualised by Saatchi & Saatchi India, the 'Pampers Good Morning Baby' ad campaign on television and print has created a common platform for mothers across India to get together and share their happy morning moments with their babies.
Describing the insight, Hari Ganesh, Regional Planning Director, Saatchi & Saatchi, said, “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.”
Taking this thought forward, Ramanuj Shastry, National Creative Director, Saatchi & Saatchi, elaborated, “Every mother has her sweet nothings with her baby – that one name 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.”
While the TV and print capture a mother's happy morning moments when her baby wakes up with a smile, the campaign goes beyond to interesting digital and mobile executions like a Baby FM application on social media where mothers can dedicate songs to their babies.
Girish Kalyanaraman, Brand Manager, Pampers India, said, “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. This is the first time that Pampers India has attempted such a holistic campaign. We explored various ideas with Saatchi & Saatchi and felt that the story of joyful wake-ups is integral to the brand equity because Pampers is dedicated to ensuring babies get a peaceful night's sleep which results in their healthy development.”
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