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OMD helps J&J evoke ‘Power of Gentle’ in print innovation

The trademark fragrance of Johnson’s baby powder was supplied to The Times of India and The Hindu which used a special technology to infuse the scent on the newspaper

BestMediaInfo Bureau | Delhi | February 11, 2014


Johnson & Johnson (J&J) recently launched an innovative campaign to bring to life the ‘Power of Gentle’ proposition for their range of baby powder. At the core of the campaign was print media innovation, conceptualised by OMD, which allowed broadsheets such as The Times of India and The Hindu to be infused with the smell of Johnson & Johnson baby powder.

The two newspapers came out smelling like babies on Wednesday, January 29. The front page also carried a half-page advertisement to connect the scent with the communication. The trademark fragrance of Johnson’s baby powder was supplied by J&J to the publishers, who used a special technology to infuse it on the newspaper. After a pilot phase in Mumbai, the concept was rolled out in multiple cities.

“Babies have the power to make us gentle and just as your baby brings out the gentlest in you, they have driven J&J to be gentle with their products. This was the core idea that we wanted to convey through multi-media touchpoints, though we had a key challenge at hand: how do we bring the power of gentle alive in a newspaper? We felt that there was a strong connection between the scent of Johnson’s baby powder and the millions of sweet gentle memories that parents have with their little ones. From this germinated the thought of a scented newspaper,” said Mamatha Morvankar, Managing Director, OMD India.

“For the first time, a newspaper reminded millions of parents in India of the gentle moments with their babies through the sense of scent. That’s the Power of Gentle!” added Harish Shriyan, COO, Omnicom Media Group, India.

The innovation in The Times of India and The Hindu was implemented on 4.3 million copies across eight key cities reaching out to 7.6 million readers.


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