On 29th January 2014, leading Newspapers in India, The Times of India and The Hindu came out smelling like babies - literally. We infused the scent of Johnson’s Baby powder into the newsprint, with the front page carrying ads to connect the brand.

The execution took readers back to their fond memories of early parenthood and much closer to their new-borns. The marriage between the “trademark fragrance of Johnson’s Baby powder” and “a special technology by the publisher” gave birth to this little wonder. We delivered this bundle of joy to 7.6m readers in 8 key cities.

The arrival invoked beautiful reactions.

“My husband woke up asking, isn't our room smelling like what it used to when our baby was small?”

“I was half awake when I opened the door to pick up the newspaper and all of a sudden I said…. Is there a baby around?”

We took 7.6m readers by surprise rekindling the gentle memories of their children and sparking thousands of social conversations and coverage in other media.

The Johnson’s Baby fragrance turned each woman into a “gentlewoman” improving key brand mind measures

• Has mild ingredients –up by 29%

• Specially made for babies – up by 20%

• Safe for babies – up by 12%

Joyous results for the brand: Feb ’14 sales higher by 12% over same month in 2013.