Pampers teaches fathers that #ItTakes2 to raise a child

Pampers has rolled out a campaign titled '#BaapBannaPadtaHai' (you have to become a father) to highlight the benefits of co-parenting.

This is the second leg of its #ItTakes2 campaign. 

Conceptualised by Leo Burnett, the film features two generations of fathers. The film opens up with a heartwarming conversation between an ailing father and his son in a hospital, where the former regrets that he was not there for his son while he was growing up. The ailing father wishes he could turn back time and be part of all his milestones. A nurse interrupts this emotional exchange to tell the son that he’s just become a father himself. As the son holds his baby, he makes a promise that he will always be there and be an equal partner in bringing up his kid, remembering his own father’s words of #BaapBannaPadtaHai. 

Abhishek Desai, vice president and business head – baby care, Procter & Gamble, said, “Our #ItTakes2 campaign is targeted at inspiring and urging new fathers to be a hands-on co-parent from day one, so they do not regret later on missing out on their baby’s childhood moments and milestones. To be a father in the true sense, #BaapBannaPadtaHai. We salute Dads who have already kept true to their promise to their children and partners, but I believe we have a long way to go before equal co-parenting becomes the norm and not the exception.”

Rajdeepak Das, CEO and chief creative officer, South Asia - Leo Burnett, said, “Since the launch of its first edition in 2016, the #ItTakes2 campaign has questioned the unspoken perception of mothers being the primary nurturers, while fathers cater to their children only occasionally or when told to. Over the years our films have challenged this bias, urging fathers to willingly share equal parenting responsibilities and be involved in every aspect of raising a child. This year our film shows two fathers, one who regrets the time he couldn’t spend with his son, and the other who is determined to not repeat the same mistakes. It beautifully bridges the gap between two generations with a strong message.”