Q. Could you shed some light behind the #BaapBannaPadtaHai campaign?
The campaign insight was built to change the conventional belief that taking care of a child is primarily a mother’s job. 92% dads regret not spending enough time with their babies, as a result they miss out on precious moments with their children. Pampers India is committed to inspire new age fathers to be committed towards equal parenting with ‘Baby Time’ and have no regrets.
Taking a progressive approach from the previous editions, this campaign emphasises on the fact that fatherhood is all about being a part of your child’s journey right from the start. We can see values being passed down generations, where an old father is reminding his son to be an equal father who is involved in parental duties from day one, so that he has no regrets at a later point in time for missing out on his baby’s childhood/key milestones.
Q. What was the marketing mix of the campaign? How much ad spends was dedicated to the campaign?
With the presence of audiences across multiple Digital mediums, the consumption pattern had unarguably shifted. Increased use of electronic devices and emerging digital platforms has helped us drive conversations. It helps us talk directly to the consumer by exchanging perspectives and stories. #ItTakes2 is not just any campaign, but it is a movement to start a dialogue and encourage equal parenting.
As per P&G policy, we will not be able to comment on any financial figures.
Q. As the film mentions, 92% of fathers regret not spending time with their kids; do you think the number of parents living in Tier I & II cities compared to Tier III & IV cities are busier or is it the other way round?
During the lockdown and work from home days, there was a major shift in the dynamics across Indian households in every city. However today, apart from the fact that 92% of fathers regret not spending time with their kids, we have also discovered that 95% dads spend less than 4 hours with their baby in a day. These figures are indicators that there still exists a large number of households all across the country that need to adopt equal parenting. With #ItTakes2 Pampers is encouraging the concept of equal parenting and having ‘Baby Time’ reach every household to help parents create a strong bond with their children.
Q. The TVC touches an emotional chord, do you think emotional messages create an impact among the masses?
Every parent watching the video will surely find some kind of an emotional connection, since it is very relatable, and it captures the essence of a father-son relationship. Considering the current scenario of heavy daily media consumption, an average consumer is subject to view up to 5000 ads every day. We believe that the best way to break through the clutter is to step up and use our voice as a force for good. We want to ensure that we strike the right chord to drive effective conversations that bust myths, break biases, and challenge stereotypes. The initiative reminds us that taking care of the baby is not a mother’s duty alone, and encourages fathers to be equally involved, so that they don’t regret later on missing out on their baby’s childhood moments.
Q. What other innovative strategies does Pampers utilize to reach the right Target Group?
As per P&G policy, we will not be able to comment on this.