Campaign details

Brand: Johnson's Baby
Brand owner: Johnson & Johnson
Lead agency: DDB Mudra Group
Country: India
Industries: Baby care
Media channels: Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

In India, Johnson's Baby, an iconic brand passed from generation to generation, had suffered at the hands of international law suits and controversies over a period of five years. This led to growing distrust among mothers and dwindling brand love. The true test of the brand in such a situation was to communicate to mums that we had revamped their product line and changed for the better. In a toxic environment where the online sentiment around the brand was not healthy, the new Johnson's, even with its impressive reinvention, wouldn't find any takers.

The need of the hour was not just to transmit information about the refined Johnson's Baby products but also to change mindsets. In order to do this, it was important to choose different types of influencers to whom mothers could easily relate. Influence is a process and not just a person, therefore the campaign involved bringing hundreds of regular mums together to spread the message about New Johnson's. The influence process cascaded through different markets via mums who were willing to speak about the brand at a regional level.