For the first time in India, children younger than 3 yrs of age were featured on TV as part of a reality show. Considering the young age of the participants, we had to restrict the contest to only one state, in this case Kerala.For judging purposes, the babies were divided in to 3 categories: 0-1 yrs, 1-2 yrs & 2-3 yrs.The participants were evaluated on parameters like smile, health, level of activeness, singing, and responsiveness to their mothers.

Bright and attractive TV sets were designed with ample branding of Snuggy on the backdrop, flooring and judges’ tables. The same was well captured during the broadcast of the show.

Snuggy successfully consolidated its 50% market share in the state of Kerala.The Snuggy brand enjoyed almost 100% recall among the show’s viewers.

The ‘Limca Book of Records’ has recognized the unique proposition and has listed the initiative as ‘First ever reality show for 0-3 years babies in India’.