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Pampers’ ‘ItTakes2’ Campaign Presents ‘Baby Time’ to Inspire New Fathers Towards Equal Parenting

Pampers® has been championing the highly effective message of – #ItTakes2 to lift a child for years and continues to focus the highlight on the imbalance in our society and the advantages of equal parenting. A number of research present that equal parenting is an uplifting and rewarding expertise for each the dad and mom and the kid. In its third version of the marketing campaign, by way of their newest heart-warming movie, the model is difficult cultural paradigms to encourage new dads to be extra concerned in childcare day by day.


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Pampers ‘ItTakes2’


The movie debunks the traditional perception that caring for a child is simply the accountability of a mom and urges fathers to take cost and go away no room for remorse with regards to mentioning their youngsters. The movie’s tagline #BaapBannaPadtaHai (One should ‘be’ a father), highlights the necessity for brand new fathers to take part equally in parenting from day one. The movie drew inspiration from some very alarming statistics – 92% dads remorse spending much less time with their child, discovered through a survey completed by an unbiased physique. Equal parenting not solely strengthens the bond of the kid with each mom and father, however it additionally helps the mom to calm down and relaxation, which is important after childbirth.


Conceptualized by Leo Burnett, it options two generations of fathers. A heartwarming dialog ensues between an ailing father and his middle-aged son in a hospital the place the previous regrets that he was not there for his son whereas his son was rising up. He needs he may flip again time to be there for his son, be a part of all his milestones. A nurse interrupts this emotional, tear-filled alternate to inform the son that he’s simply grow to be a father himself. As he holds his child, the son makes a promise that he’ll all the time be there and be equal accomplice in mentioning his child, remembering his ailing father’s phrases that #BaapBannaPadtaHai


As part of the marketing campaign, to really allow new fathers to be equal dad and mom, Pampers introduces ‘Baby Time’ – an initiative to assist dads consciously spend extra high quality time with their infants and be extra concerned dad and mom throughout their rising years. ‘Baby Time’ is a curation of content material and a group the place dads can avail parenting ideas and tips from specialists and one another on completely different child duties and learn how to actually be an equal mother or father. At the moment there are 2 lakh+ energetic information dads who’re a part of this.


Marketing campaign Hyperlink:


Speaking in regards to the marketing campaign, Abhishek Desai, Vice President and Enterprise Head – Child Care at Procter & Gamble mentioned, “Our #ItTakes2 campaign is targeted at inspiring and urging new fathers to be a hands-on co-parent from day one, so they do not regret later on missing out their baby’s childhood moments and milestones. To be a father in the true sense, #BaapBannaPadtaHai. We salute Dads who have already kept true to their promise to their children and partners, but I believe we have a long way to go before equal co-parenting becomes the norm and not the exception.”


Rajdeepak Das, CEO & Chief Inventive Officer, South Asia – Leo Burnett added, “Since the launch of its first edition in 2016, the #ItTakes2 campaign has questioned the unspoken perception of mothers being the primary nurturers, while fathers cater to their children only occasionally or when told to. Over the years our films have challenged this bias, urging fathers to willingly share equal parenting responsibilities and be involved in every aspect of raising a child. This year our film shows 2 fathers, one who regrets the time he couldn’t spend with his son, and the other who is determined to not repeat the same mistakes. It beautifully bridges the gap between two generations with a strong message.”


The final version of the marketing campaign launched in 2020 reveals a person realizing his fatherly duties as he watches his spouse endure the ache of giving beginning. He makes a silent promise to do no matter it takes to be an equal mother or father.


*Based mostly on analysis performed by Momspresso MomSights in May 2022 amongst 405 Dads with child (0-5 yrs) throughout India.


About Pampers

Pampers® is the #1 promoting diaper model worldwide. For greater than 50 years, Pampers® has been caring for the joyful, wholesome growth of the world’s infants and in flip, has grown to grow to be one of many largest manufacturers of P&G. On a regular basis Pampers® has been impressed by infants and has a variety of variants catering to various client wants in India. These are Pampers® Premium Care, Pampers® All Spherical Safety, Pampers® Completely happy Pores and skin Pants, Pampers® Lively Child Taped, Pampers® Child Dry and Pampers® Preemies. Pampers® India has been utilizing its promoting voice over the previous years to assist form, construct the class, and act as a ‘force for good’ on busting myths round parenting roles with a dedication to face as a loyal ally mother or father.


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