Campaign details

Brand: Pampers India
Brand owner: Procter & Gamble
Lead agency: MediaCom Communications Pvt. Ltd.
Contributing agencies: Malayala Manorama Ltd., Anandabazar Patrika Ltd., Eenadu
Country: India
Industries: Baby care
Media channels: Events & experiential, Newspapers, Outdoor, out-of-home, Product sampling
Budget: 500k - 1 million

Executive summary

There are many myths in India surrounding baby care and one of the major ones is "cloth nappies made of old discarded rags are better than hygienic disposable diapers". Breaking these deep-rooted myths was not easy, and a local credible voice and a one-on-one connection was imperative to drive change.

Pampers partnered with the leading media house in three states – Kerala, Andhra Pradesh and West Bengal – where diaper penetration was low compared with national figures, but the opportunity to grow the category was huge owing to high literacy rates. Using the network strength and credibility of the leading regional media houses, we launched India's first paediatrician-led workshops on infant care for mothers and mothers-in-law.