Since the pre-independence era India has always been a patriarchal country with predefined roles for men and women. Where the men were the providers and the women, the nurturers.

Things have changed half-way today… In that, women have stepped out of this traditional set up and have relieved the men of solely carrying the financial burden… But the men haven’t exactly reconsidered their role in the household. In spite of holding down a job, household chores and baby care is still solely the woman’s responsibility.

The time was ripe to help men reconsider at their role in the home, and as fathers… Society needed a new generation of hands-on dads, not to benefit mums, but to benefit their babies!

97% doctors agreed with us, for happy healthy development a baby needs both her parents.

The Pampers ItTakes2 campaign germinated from a positive belief that - It Takes 2 to make a baby, and raise it!

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

We decided to target India 1+ parents as they were better exposed to the dual parenting module in principal.

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

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

The answer is obvious… And yet in India baby care is still solely the mother’s responsibility. In spite of 90% of Indian mothers wanting their husbands to be more involved.

88% of the fathers believe his role is primarily to provide for the baby’s financial needs.

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 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.

Issue: what she was hearing from diaper brands was very similar. Hence, she wasn’t sure why she should pick Pampers over the rest.

Objective: was to increase likability and strengthen equity among moms.