Johnson’s Baby celebrates 125 years of providing baby care across the globe with its TVC dedicated to mothers. The TVC has been unveiled on regional, national, and digital channels.
The brand reached out to millions of mothers across the country to hear their experience of using Johnson’s products and received 36,740 heart-warming stories through calls and social media platforms in two months. As a token of appreciation, the brand has woven those stories into a series of TVCs.
Dimple Sridhar, Vice President, Consumer Marketing, Johnson & Johnson, said, “At Johnson's, it’s our constant endeavour to connect with mothers and understand their needs to make moments with their babies special. Their honest feedback has helped us understand and work towards improving our products at many levels as only the mother knows what’s best for her baby. As a part of our 125 years campaign, we have engaged with over 7, 50,000 mothers to learn from their best baby care moments and this has helped us innovate with the evolving needs of mothers around the world.”
Josy Paul
Josy Paul, CCO and Chairman, BBDO, said, “A brand that’s trusted by mothers for 125 years, that’s momentous! We wanted to celebrate this milestone not by us saying things about our brand, but by involving users to tell us their stories. The digital invite resulted in an outpouring of heart-warming experiences. We turned two of these real-life stories into films. This authentic communication breaks the format of Johnson’s ads. The confession of a mother and her premature baby is heart-wrenching. The testimonial of the grandmother as she enjoys her moments with her grandchild is pure love. What comes through is the joyful confidence in the brand.”
The TVCs:
Credits:
Creative agency: BBDO
Creative team: Josy Paul, Creative chief officer/Chairman; AjaiJ hala, CEO; Hemant Shringy and Sandeep Sawant, ECD; Shruthi Subramaniam, Creative director; Noble KA, Art director and Anushree Kandalkar, Copywriter
Account Team: Rajat Mendi, Executive vice-president; Aditi Shivdasani and Manisha Saini, Associate vice-president; Aayushi Agarwal, Senior Account Director and Rohan Solaina, Senior Account Executive
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