Conceptualised by L&K Saatchi & Saatchi, #ItTakes2 campaign encourages fathers to play an active role in baby care, right from day one, to ensure better and faster overall development of the baby
Akansha Mihir Mota | Mumbai | December 22, 2016
Unlike before, fathers these days don’t shy away or are reluctant to do small or big errands for their kids. The new Pampers campaign conceptualised by L&K Saatchi & Saatchi shares this thought and inspires men to take care of their children. The film strongly shares the positioning of the much-talked about #ShareTheLoad campaign -- taking part in household chores equally and sharing responsibility.
But though it is based on the #ShareTheLoad concept, it is definitely new in the category it serves. Nothing of this sort has been done before in the diapers ads category, which normally has a cute quotient with cute kids.
Talking about the brief, L&K Saatchi & Saatchi spokesperson said, “In the diaper category filled with choices and similar benefits, we needed to build a deeper emotional connection with the mom to make her realise that no other brand cares for her baby more than Pampers. Hence, the challenge given to L&K Saatchi & Saatchi was to get moms fall in love with Pampers.”
At the heart of the #ItTakes2 campaign is the thought that the involvement of both the mother and the father in baby care and spending quality time with the baby is essential for its cognitive, social as well as emotional well-being.
The campaign is backed by a survey commissioned by Pampers in association with AC Nielsen across India’s top metro cities. The Pampers ‘It Takes 2’ survey held with 432 parents popped up startling facts on parental behaviour.
Elaborating on what prompted them to take up the case, the P&G spokesperson said, “At Pampers, the baby is at the centre of everything that we do, and we strongly believe that the mother always knows what’s best for her baby. We kept in regular touch with moms across India. In one such connect with moms, the tension regarding dads not playing an active and engaged role in baby care came up strongly. This prompted us to collaborate with Nielsen and commission a nationwide research with moms and dads to understand this aspect.”
Following the Nielsen Research, the company commissioned an independent research with IPSOS with Indian doctors. The research revealed that 97 per cent of doctors agree that both the parents must play an active role in baby care for the baby to be happy and healthy. This is what paved the way towards our movement, #ItTakes2 – an active effort from Pampers to encourage fathers to play an active and important role in baby care, right from day one, to ensure better and faster overall development of the baby.”
For more than half a century, Pampers has been caring for the happy, healthy development of the world’s babies and in turn, has grown to become one of the biggest brands of P&G. In 1956, Vic Mills, a P&G researcher, was inspired by his desire to create a better diaper for his new born grandson and his work led to the creation of the brand.
Peers review the campaign
Jagdish Acharya, Founder and Creative Head, Cut The Crap, said, “It takes two to make the baby tango happily. The Pampers campaign is not about cute babies, yet it manages a cute take on a progressive idea. It’s easy to meander into a preachy tone of voice when you are pushing the pops to clean the poop. It’s honourable to leave the brand out when rising to a higher ground lest it may look selfish. But Pampers puts the message in a baby’s chortle. Some wonderfully shareable shots of babies in diapers as they are tended to by their fathers makes it a winner on both counts – cause marketing and sheer branding. It takes 2 to pamper the moms – cute babies and diligent dads.”
Commenting on whether it can break the clutter like #ShareTheLoad could do, Ravi Raghavendra, Executive Creative Director, Thinkstr, said, “This is an extension of ShareTheLoad. While the previous ones were hard-hitting, this one is rather cutesy. But that is the nature of the product. Having said that, it does make the point about sharing the load. In fact, this is a far more difficult load to share and a much more important one too. It is actually a reflection of how our society is progressing. More fathers are doing their bit today (however how little that bit might be) than say 20 years ago. It is time they did more, and to that end, this ad is a very good exhortation to all fathers. Oh, to get back to your question, I hope it does break some clutter.”
Abhishek Chaswal, ECD, Enormous Delhi, feel the message has not been translated well. He said, "I feel it’s a powerful idea that couldn’t get translated into an equally powerful story. The film does generate a nice feeling but it doesn’t make one stop and think about changing one’s behaviour. The insight is relevant enough to generate conversation among new parents. But the emotional argument in the story is not coaxing enough to expect a response like #ShareTheLoad generated. Maybe POS and other support media will do that job. Apart from the basic insight, the last bit where the father is trying for the baby to say papa instead of mamma is really endearing. The story needed to be crafted in such a way that the point that taking care of the baby is not just the mother’s job comes in the end. That I feel would have driven the point harder and given the message more impact.”
Anupama Ramaswamy, Executive Creative Director, Dentsu Creative Impact, said, "The ad is simple straight forward and make's the point. Although the basic thought seems similar. I think the moment you put babies in an ad it becomes memorable. But the idea of men being a part of the early years of a child's upbringing is already quite prominent in India at least in the bigger cities. Share the load on the other hand for me was a bigger cause. A problem that no one had touched upon."
Creative Agency: L&K Saatchi & Saatchi