Based on the insights we gained, through our own primary research, the segment Dr. Kehte Hain (The Dr. Recommends) was created on All India Radio (AIR). Given the “socially responsible” personality of AIR, we knew the platform would establish trust for our segment.Nevertheless, we customized the segment further to account for the insights gathered.•The segment always compared benefits of Johnson’s Baby products to the most natural nurturing regime (eg: Breast feeding).•Keeping in mind that this audience had a lot of questions on baby care, the segment invited listeners to write in with their questions and these were answered “on air”.The segment ran for three months, three times daily; a total of 63 episodes. In addition to trust and raising awareness, this schedule enabled us to build a Johnson’s Baby regime with the audience.

•Unaided awareness: 83% amongst mothers with babies 0-18 months. Amongst all listeners: 72%•45% of listeners recalled very specific advice and recommendations from various episodes.And the most satisfying results were the heartfelt responses from listeners, explaining how the segment has really helped them and/or their family with their baby care questions and needs.