Campaign India Team
Dec 14, 2016

Pampers spotlights fathers' care for infants, says #ItTakes2

Watch the film conceptualised by L&K Saatchi & Saatchi

Pampers has launched #ItTakes2, a call for fathers to be more involved in raising infants. A film has been conceptualised by L&K Saatchi & Saatchi for the same. 
In the film, a lady rocks her baby to sleep, as the message 'Every baby needs her mama' appears on screen. This is followed by another: 'But what about Papa?' From there on, the film features several men taking care of their infants, bathing, feeding, playing with them and so on. As one father puts on a Pampers diaper for his child, a voice over says, 'Pampers believes happy, healthy babies need mama and papa.' More tender and playful moments play out on screen before the message 'Join the #ItTakes2 movement' appears, inviting fathers to send their 'Pampers Papa moments.'
According to P&G, the initiative is based on survey findings. While a Nielsen survey found respondents saying that a happy, healthy baby needs active participation from both mom and dad from the start, an Ipsos survey showed pediatricians and child psychologists agreeing that involvement of both parents has direct correlation towards better cognitive and social development of babies. 
Campaign India

Related Articles

Just Published

21 hours ago

Vivo to continue as lead sponsor for the IPL

The IPL Governing Council was reviewing sponsorship deals from Chinese companies following the border skirmish between India and China

21 hours ago

Microsoft deal to buy TikTok in US would include ...

Buyout aims to address security concerns from governments in these markets over user information and privacy.

22 hours ago

69% of India infested with fake news during ...

WhatsApp and Facebook biggest sources of fake news according to the study conducted by Social Media Matters along with Institute for Governance, Policies and Politics

1 day ago

Facebook shows the power of connections during the ...

Watch the films conceptualised by Taproot Dentsu