Campaign India Team
Dec 14, 2016

Pampers spotlights fathers' care for infants, says #ItTakes2

Watch the film conceptualised by L&K Saatchi & Saatchi

Pampers has launched #ItTakes2, a call for fathers to be more involved in raising infants. A film has been conceptualised by L&K Saatchi & Saatchi for the same. 
 
In the film, a lady rocks her baby to sleep, as the message 'Every baby needs her mama' appears on screen. This is followed by another: 'But what about Papa?' From there on, the film features several men taking care of their infants, bathing, feeding, playing with them and so on. As one father puts on a Pampers diaper for his child, a voice over says, 'Pampers believes happy, healthy babies need mama and papa.' More tender and playful moments play out on screen before the message 'Join the #ItTakes2 movement' appears, inviting fathers to send their 'Pampers Papa moments.'
 
According to P&G, the initiative is based on survey findings. While a Nielsen survey found respondents saying that a happy, healthy baby needs active participation from both mom and dad from the start, an Ipsos survey showed pediatricians and child psychologists agreeing that involvement of both parents has direct correlation towards better cognitive and social development of babies. 
 
Source:
Campaign India

Related Articles

Just Published

2 days ago

No internet, no problem: AI dials up Bharat

Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.

2 days ago

Magna forecasts a 7.7% increase in India’s adex for ...

With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.

2 days ago

WPP global comms boss Chris Wade steps down

Former Ogilvy UK CEO Michael Frohlich will replace Wade, who leaves the holding company after 13 years.

2 days ago

Cookies crumble, privacy prevails: Marketing’s new ...

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.