Pampers has released a film that welcomes newborns to the world.
Conceptualised by Leo Burnett, the film shows a conversation between a mother and her newborn baby as she looks to spread reassurance that babies are being born into a world that is filled with love, courage and unity. It shows how the current circumstances to fight Covid-19 have united the world at a time it was going apart. Through the film Pampers also pays tribute to real life heroes - the doctors and other front line workers.
Abhishek Desai, category leader, baby care, P&G Indian Subcontinent, said, “Pampers has been a confidence-boosting, spirit-lifting ally for parents. The idea for this film came from a conversation with a new mother. We are living in uncertain times, and one would think that bringing a child into the world can make a new mom anxious. But, she said holding her baby for the first time filled her with hope and positivity. This is the sentiment that formed the base for this film- and it’s so true! Even though we are living through an unpredictable time, we see people coming together like never before. Pampers #WelcomeToTheWorld highlights a message we feel is important – a message of hope. We hope that this film encourages new moms to re-imagine the world as they welcome their bundle of joy – filled with hope and love.”
Rajdeepak Das, chief creative officer - South Asia and managing director – India, Leo Burnett, said, “Bringing a child into the world in these uncertain times would fill a new mother with fear and anxiety. But, a candid conversation surprised me with the insight that holding a baby for the first time also fills a mom with hope and a deep sense of positivity. And if you think about it, doesn’t it make perfect sense? After all, a baby is a little bundle of hope, potential and love. If you look around with that lens, you see so much good. You see how the world has come together to fight this. You see how people have started to reach out to each other, to help each other in ways that we haven’t seen in a long time. That’s a powerful insight and so we wanted to tell the story through the lens of a new mom.”
Creative agency: Leo Burnett India
Managing director - India, chief creative officer - South Asia: Rajdeepak Das
Managing director - India, chief strategy officer - South Asia: Dheeraj Sinha
Senior vice president: Abhimanyu Khedkar
Executive creative director: Arjuna Gaur
Brand services associate: Aparajita Deshpande
Director: Arjuna Gaur
Production house: Prodigious
Producer: Rudra Mawani
Associate producer: Srinidhi Shetty
Music director: Anand Bajpai
Voiceover: Tanya Baweja