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 were triggered on social media by sharing the research findings on the Pampers FB page. It got parents talking about the role of fathers in the baby’s life and the need to get them more involved.

Bloggers meets and Parents-Doctors discussion forums were conducted to take the conversation forward.

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

Diaper Changing Station in Men’s washroom: To encourage fathers to take on the diaper duty out of home.

The Tara Sharma Show: Prime time show on the Star World Channel extended support to the campaign where Bollywood and Sports celebrities encouraged fathers to take on the diapering duty.

Limited edition pack featuring a father-baby duo on the diaper pack for the first time ever.

The campaign made some big impressions amongst mothers and father. The Online Video achieved phenomenal reach of over 21MM out of which 51% of the Facebook reach was purely organic. More than 40% of the viewers tagged their spouse.

Positive response to the diaper changing station post the launch of the campaign was registered.

Parents shared their Papa-baby diapering moments on the Pampers FB Page.

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.

India 1 Sept-Nov Dec-Feb

A brand I can trust 62 66

Best brand for newborns 61 67

Best Skin Care Protection 58 64

Is recommended by hospitals & baby health experts 56 63

Pampers ItTakes2 movement was designed to bring about cultural & behavioral changes in our society… Through online conversations, activities and promotions.

Towards that aim, we set up diaper changing stations in men’s washrooms so dads could continue to participate meaningfully in and out-of-home.

The other tangible step was to launch Limited-Edition ItTakes2 packs featuring father-baby for the very first time on a diaper pack (hitherto restricted to mum-baby ironically).

Change was evident through the papa-baby diapering moments that significantly spiked on the Pampers FB page.

A Prime-time TV show and Bollywood and sports celebrities joined in to earn us media.

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.