Pampers: Good Morning Baby
Rahul Upadhyaya, Rajiv Darshi, Latish Nair, Sangram Patil and Shraddha GojeMediaCom Communications
Campaign details
Brand owner: Proctor & Gamble, IndiaAgency: MediaCom CommunicationsBrand: PampersCountry: IndiaIndustry: Baby careMedia budget (USD): $500k - $1 millionChannels used: Internet - display, Internet - general, Internet - search, Magazines - consumer, Mobile and apps, Newspapers, Social media, Television, Word of mouth and viral
Executive summary
Indian mothers with young babies have traditionally used cloth rather than diapers, and there was a legacy of misperceptions about diapers which had...