Campaign details

Brand: Johnson's Baby
Brand owner: Johnson & Johnson
Lead agency: DDB Mudra Group
Country: India
Industries: Baby care
Media channels: Online display, Social media, Television
Budget: 1 - 3 million

Executive summary

Johnson’s had lost trust among its target customers, namely young mums, following a spate of product safety concerns and corresponding bad publicity. The challenge for Johnson’s in India was to rebuild trust and win back brand love.

We realised that trust is not a numerical value of how many mums believe, but the human value of what many mums have experienced. So, in order to revitalise the brand and move beyond the damaging publicity, we came up with the idea of asking Johnson’s mums to reminisce and share beautiful memories lived with Johnson’s.