Campaign India Team
Jan 22, 2021

P&G's Pampers gets fathers to share the parenting load

Watch the film conceptualised by Leo Burnett India here

After recently gathering dad to coach newest celebrity dad Virat Kohli on the ways of parenting, P&G’s Pampers India has launched #ItTakes2, a big-ticket campaign on a more serious vein. 
Conceptualised by Leo Burnett India, the two-minute film shows a man hurriedly driving his pregnant wife to the hospital. The doctors take her in, and the man waiting outside anxiously. Cut to the scene where the doctor congratulates him for his baby girl. The man’s thoughts play out in a voiceover, where he acknowledges the gruesome pain women go through childbirth. Through the course of the film, he is shown to strive to become an equal parent. He acknowledges how he will learn to share responsibility. The voiceover ends with baap kehne se nahin bante, mujhe baap banna padega (It’s not enough to be called a father, I must learn to become one). 
The film ends with Pampers pledging to take the ‘equal responsibility’ message to 50 lakh parents across India. 
It was published on YouTube on 21 January
Campaign India

Related Articles

Just Published

19 hours ago

Greenlam Laminates unveils a tale of generational ...

Watch the film conceptualised by Dentsu Creative here

19 hours ago

DDB Worldwide hires Chaka Sobhani as international CCO

Chaka Somani's remit is all of DDB's offices around the world

20 hours ago

The CMO's MO: Nikhil Gupta of Signify India on ...

The head of marketing, integrated communications, and commercial operations, South Asia at Signify India delves into the brand's shift in investment focus in order to adapt to the evolving marketing landscape and also reveals what he admires about the Indian railways