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Little's plays on little ones in its first TVCs

A lilting jingle, “little little” puns on the brand name of the baby care brand, that aims to reach out to 90 per cent of young mothers through its marketing campaign in the year ahead

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Little's plays on little ones in its first TVCs

Little's plays on little ones in its first TVCs

A lilting jingle, “little little” puns on the brand name of the baby care brand, that aims to reach out to 90 per cent of young mothers through its marketing campaign in the year ahead

BestMediaInfo Bureau | Mumbai | April 25, 2016

Littles-TVC Click on the image to watch the TVC.

Cute little babies are often part of brand communications, because of their infallible charm, but in the case of kid's products, promotional campaigns have to revolve around children. Piramal Enterprise's first television commercials for its recently acquired baby care brand, Little's, too focuses completely on the playfulness and innocence of babies, without losing sight of the products.

The ad-film for the kid's brand focuses completely on the children in the commercials, displaying simultaneously, efficient uses of the products. The jingle, “Little, little” is a pun on the brand name and is set to a lilting tune, resembling a lullaby,

Little's markets baby care products, like water bottles, booties and baby commodes, necessary in the early growing years of a child and so, professes to make the first few years in a child's life happier, healthier and safe. The TVC emphasizes on the strong bond between a mother and her child and captures the joy of motherhood. It captures those 'slice of life' situations that arise out of everyday activities in a child's life that mothers should be able to emote with.

Dhawal Katkar, Vice President, Marketing, Piramal Enterprises Limited, said, “We aim to make Little's India's No. 1 brand in the baby care range. We will be looking at scaling this up rapidly to make it the most loved brand for babies. When probing for insights on motherhood, what we discovered is being a mother is always a testing time for her, yet it is filled with very happy and joyous moments which is what makes her become a 'Little' more of a mother every day. We plan to cover 90 per cent of young Indian mothers through aggressive marketing plans this year.”

He also spoke of how Little's range of products seamlessly become a part of the everyday life of the mother and the baby, making the growing years of the child more memorable. The advertisement is a joint effort, in which the creative has come from Prasoon Joshi, CEO, McCann WorldGroup and the media strategizing has been with the supervision of Sam Balsara, Founder, Chairman and Managing Director, Madison Communications.

Pradyumna Chauhan Pradyumna Chauhan

Pradyumna Chauhan, National Creative Director, McCann Mumbai, said, “Little's is a dream brand name for a range of baby care products. The strategy of this campaign is to make that brand name the preferred one for mothers. So we wove the word 'littles' throughout the spot including the jingle. As for the creative idea, we kept it simple. Truth is it's the million little things a woman does for her child that make her a mother. Little's knows that and supports every mother with its thoughtfully designed products in as many ways as possible.”

Little's has had a presence in India since 1980, through a wide range of more than 100 products. In November 2015, Piramal Enterprises' Consumer Products Division acquired the brand which includes the entire product range across six major categories.

Little's will be available across 3.5 lakh outlets in India and has been growing at a CAGR faster than the market over the past few years. Although the brand has had a market presence for the past 36 years and is preferred by millions of mothers, this is the first time that strong marketing levers have been deployed through advertisements to increase its footprint.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Little's Marketing team: Swati Joshi and Amit Sinha

Creative agency: McCann Mumbai

Ad Director: Benaifer Mallik and Flirting Vision

Creative team: Pradyumna Chauhan, Puneet Kapoor and Siddharth Kalro

Account Management: Sarita Raghavan and Renjita Menon

Account Planning: Suraja Kishore and Roma Singhal

Films Division: Vrushali Samant

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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