Johnson’s Baby has rolled out a campaign ‘promise, pehle pal se’ (promise, from the first moment), to depict the journey of parenthood and how the brand is instrumental in protecting the baby’s skin from their first day.
Conceptualised by DDB Mudra, the film showcases a mum and dad’s small yet purposeful decisions that they take every day to deliver on their promise of providing their baby with nothing but goodness. The film then ties in the care of the parents with that of Johson’s Baby and how the brand helps protect the baby’s skin.
Manoj Gadgil, business unit head and vice president marketing – Kenvue, said, “Ahead of the campaign, Johnson’s Baby reached out to over 15000 mums from every part of India, different cultures and backgrounds to understand their promise to their little ones. There was one resounding promise which went beyond boundaries and cultures, a promise to protect their baby. Based on this common purpose, Johnson’s Baby strongly commits to mums to help fulfil their precious promise to their babies.”
Gadgil added, “Over the years, Johnson’s Baby as a partner to parents has consistently worked towards delivering the best for babies. As a brand with products that first touch a baby’s skin, we understand our responsibility. We remain focussed on creating products designed with only ‘Baby-safe’ ingredients to exceed safety standards to deliver our promise to every parent.”
Godwin D’Mello, executive creative director, DDB Mudra Group, said, “The birth of a child brings out the optimism in every parent to create a world full of positivity for their little one, where only good things exist. This observation, delivered through the emotional hook of the mother's promise on day one, helped us talk about Johnson's role in helping her keep that promise.”
Client: Johnson’s Baby
Agency: DDB Mudra Group
Brand team: Manoj Gadgil, S Anand Kumar, Shoaib Ahmed, Dipti Naithani, Payal Niharika, Shivani Mehta, Karishma Sirwani
Creative: Rahul Mathew, Godwin Dmello, Sanket Wadwalkar, Shalmali Sawant, Ronak Ramraje, Dhiren Sonawane, Anushka Vibhandik, Arunima Nair, Koustubh Garud
Business: Saad Khan, Dharal Goshalia, Snehal Wasnikar, Akshita Kaul
Strategy: Sanchari Chakrabarty, Nishita Vazarkar, Aayush Singh
Production house: Flirting Vision
Director: Benaifer Malik and Rajiv Rajamani
Executive producer: Kunal Dhabuwala
Producer: Rakshit Poojary
Music composer: Anand Bajpai