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