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...