Johnson & Johnson India consumer marketing VP on brand’s 125 years and its Nurturing Family Program

The Drum spoke with Dimple Sidhar, vice president consumer marketing, Johnson & Johnson India to find out about the strategy behind the campaign.

She says: "2018 is a landmark year for Johnson’s Baby. We complete 125 years of serving moms and dads across 100+ countries. We wanted to celebrate this milestone by reigniting the strong emotional connect with mothers. The campaign was in two phases – invitation and amplification.

"We started by inviting mums to share their real baby care stories and received an overwhelming number of 30,000 + stories from all over the country. It was tough to choose only two most heart touching stories which were further developed into TVCs – one of a great grandmother and one of a mother who had a premature baby. Even though their lives and baby care moments are so different, their unwavering trust on Johnson’s Baby was the common thread."

Johnson's Baby has also implemented an integrated end-to-end employee program called the 'Nurturing Family Program' which is designed to support the expectant mothers, from early pregnancy stages until way after the baby is born. The program also addresses anxious fathers, as they step up to play an active role in nurturing the baby.

The baby care market in India is expected to grow significantly at a CAGR of around 17% in terms of revenue over the period 2014-2019. According to Mintel Global New Products Database (GNPD), the number of beauty and personal care launches in India claiming to be for babies and toddlers almost doubled between 2015 to 2016.

Brands like Himalaya has moved beyond oils, shampoos and creams to include diapers and wipes. There is also Hindustan Unilever’s Baby Dove which entered the category with products such as soap bars, lotions, diaper rash creams and wipes and Patanjali too launched a range of Ayurvedic baby care products under the brand name Shishu (Baby).

As to how Johnson's Baby is keeping up with these other brands, Sidhar says: "Johnson’s Baby (baby) is the undisputed market leader. At the heart of the brand’s success is the science behind our products, our commitment to the best baby care standards, the dedication with which we make our products and how we keep evolving to meet the needs of mums and dads with changing times.

"We have launched a number of innovations in the past two years in line with the changing needs of the parents and enhanced parental experience in the right touch points of the eco-system."