Pampers: Bums don’t lie

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Campaign details

Brand: Pampers IndiaBrand owner: Procter & GambleLead agency: MediaCom Communications Pvt. Ltd.Contributing agencies: Malayala Manorama Ltd., Anandabazar Patrika Ltd., EenaduCountry: IndiaIndustries: Baby careMedia channels: Events & experiential, Newspapers, Outdoor, out-of-home, Product samplingBudget: 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...

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