Babyoye.com has released a new campaign featuring brand ambassador Karisma Kapur. The campaign created by Contract Advertising went on air on 19 November and will run for a month.
The ad film targets young parents living in modern nuclear families in tier 1 and tier 2 cities across India. The TVC uses humour, with the plot revolving around a young man giving instructions to his wife on how to take care of their baby.
The film opens with a young woman feeding her child while her husband informs her that he will be back by six in the evening. He then asks his wife to stop, and shows her how to feed the baby. He goes on to give her a list of instructions, ranging from sterilising the spoon to burping the baby to letting the child sleep only for two hours and so on. The wife sarcastically replies, “Oh really?” Brand ambassador Karisma Kapur then steps in, to say: “Discover motherhood when you discover easy shopping. Get the widest range of baby and kids products. Babyoye.com.”
On the campaign, Arunima Singhdeo, founder, Babyoye.com, said, “The last time we had a ‘Hello Babyoye.com’ campaign which comprised of five 10 seconder ads. The idea was to inform people about Babyoye.com, the availability of 30,000 products that a mother can shop for while her baby is asleep. The ‘Discover motherhood’ campaign is a follow up to ‘Hello Babyoye.com’. We wanted to show an involved dad who has discovered motherhood when he discovered easy shopping through Babyoye.com.”
On the creative brief, Ayesha Ghosh, senior vice president, Contract Advertising, said, “The creative brief was that a young parent has loads of responsibilities juxtaposed with the chaotic world of parenting where they want everything to be perfect for the baby. And this leads to the relevance of offerings of Babyoye.com at the start of the parenting journey. We wanted to highlight this proposition, give a role to Babyoye.com to connect with the parent who wants everything to be perfect. The thought was how Babyoye.com will be relevant to a modern parent in times of so many options.”
“The film talks about discovering motherhood in a very interesting manner with a dash of humour. The twist is the father discovering motherhood. We are talking to an online generation of modern parents who are savvy and make purchases online. The father waxes eloquent on best products almost like an expert on parenting thanks to Babyoye.com from which he discovers motherhood,” she added.
Creative agency: Contract Advertising
Creative team: Kapil Sawant, Revati Victor