Baby sleeping in a wet nappy overnight = sickness, skin infection and disturbed sleep= unhealthy baby

Every year, 12 million babies in India are at a risk of falling sick due to lack of awareness about infant hygiene.

70% moms in India don’t have access to expert medical advice either due to financial constraints or lack of accessibility to health care centers.

In the absence of professional medical advice, she turns to her mother-in-law the “default expert on everything baby related”.

The Mother-in-law’s belief in nappies made of discarded cloths (rags) is stronger than that in hygienic disposable diapers. She believes that diapers cause rashes and restrict baby’s movements.

Brief – Drive category growth in markets with low penetration.

Objective – Create awareness about infant hygiene, educate Indian mothers about the importance of diapers in the overall baby care regime and in turn drive growth in markets with low penetration

The campaign was rolled out in 33 districts, reaching out to 70% of the Target Audience.

The campaign was rolled out in 3 phases –

Phase 1: Create awareness about Pamper’s initiative on Infant hygiene

To drive participation and invite moms for the workshop, 35-40 district specific call to action ads were published on the front page 4-5 days before the workshop.

Phase 2: Pediatrician led workshops

25000 moms were educated via 30+ workshops conducted across the two states over a period of 6 months.

The Workshop had 3 critical legs –

1) Talk by the pediatrician on holistic baby care regime.

2) Product demo - showing superior absorption of a diaper. Free samples were given to generate trials.

3) Q&A session - with the pediatrician to break myths.

Phase 3: Driving Credibility

To drive credibility, testimonials of mothers/mothers-in-law who attended the workshop were published post the event.