The question: If it takes two to make a baby, shouldn’t take 2 to raise the baby as well?

The answer: Of course, it does.

But, how do you encourage an Indian dad to actively participate in his baby’s life from Day 1?

By proving to him that babies pick up the lion’s share of their cognitive skills from their dads… Given India’s obsession with everything academic, this was key.

The more time with dad, equals more learning from baby.

The conduit: Imitation. When baby imitates you, she’s showing you what she’s learned.

So, dad is never just helping out with a chore: Singing a lullaby? Feeding? Pulling on a pair of pants (easy enough with the new Pampers Premium Care Pants)?... He’s contributing to his baby’s cognitive and social skills!

A simple idea that resonated with mums… and dads, ItTakes2 was off to a flying start.

Conversations around It Taking 2 were triggered on social media.

Research findings about parental roles and Pediatricians POVs were shared on the Pampers FB page.

Bloggers meets and Parent-Doctor forums met to take the conversation forward.

The ItTakes2 video showcased how babies learn through observation and imitation and all it takes is spending quality time with them.

Diaper Changing Stations were installed in men’s washrooms: To encourage fathers play a more active role out of home as well.

The Tara Sharma Show: A prime time show on the Star World Channel extended their support and continued the conversation; Bollywood and Sports celebrities came forward on the show to show other dads they could do it too!

Finally culminating in a celebratory Limited-Edition Pampers Pack: Featuring a father-baby duo on the cover for the very first time ever.

The campaign managed to make some big impressions:

The Online Video achieved phenomenal reach of more than 21 MM… 51% of this Facebook reach was purely organic… Over 75% of the viewers tagged their spouse.

80% target demographic reached across Digital Touchpoints

18.75% Engagement Rate with 600M Likes, Comments, Shares and Reactions

99% Positive Conversations

45% Engagement Rate in Counselor Led In-Store Contest

Celebrity association was strong as everyone from Bollywood stars, to India’s Cricket captain, to Famous Mommy Blogger to Parenting Experts and TV Host extended support to the movement.

The campaign also marked a significant improvement in all Focus Equity Parameters among India 1 moms between Dec to February, as indicated below.

Campaign Watch India 1 Sept-Nov 2016 Dec-Feb 2016/17

A brand i can trust 62 66

Best brand for newborns 61 67

Best skincare protection 58 64

Recommended by hospitals

and baby health experts 56 63

To go beyond the functional and to win the share of heart of millions of mothers who thought every diaper was the same. To show her that only Pampers understands how important it is for both parents to be involved from day 1.

The aim was to give dads irrefutable facts with regards to cognitive and social development in babies and their role in it.

We decided to target India 1+ parents as they were better exposed to the dual parenting module even though they didn’t apply it as yet.

In an academically driven society, telling fathers that they play a key role in how their babies learn would give them enough of a reason to be actively involved from day 1.

As the target audience (primarily India 1+ mothers of 0-3) is constantly on the internet looking for baby care information, a cyber campaign was a perfect fit.

In the world’s second most populous country, 88% fathers believe that baby care is solely the mother’s responsibility and that his role is primarily to provide for the baby’s financial needs.

Whilst 90% of mothers wanted their husbands to be more hands-on when it came to baby care.

In this parental tug-o-war it was important to focus on what was best for baby. According to 97% doctors: Babies 0-3 years, need involvement of both parents, to develop and grow healthily in those crucial formative years.

And because caring for a baby’s happy, healthy development is so core to the Pampers’ belief it was only natural that we connect with this new Indian mum - own an emotion in her life beyond just diapers – And we chose to do this by showing dads that their involvement from Day 1 significantly contributed to their baby’s greater overall development.