Pampers #ItTakes2 Campaign for Equal Parenting
Pampers is committed to reaching out to 50 lakh new dads this year to pledge to play an equal role in raising kids
By Rachit Juneja
Feb. 9, 2021
"Through this campaign, the brand hopes to start a conversation to positively change the parenting paradigm and encourage more moms and dads to join the #ItTakes2 movement.” - Abhishek Desai, Senior Director; Category Leader, Baby Care, P&G Indian Subcontinent
Pampers is the #1 selling diaper brand worldwide. For more than 50 years, Pampers has been caring for the happy, healthy development of the world’s babies and in turn, has grown to become one of the biggest brands of P&G.
The brand has been championing the message of equal parenting for years and has re-focused the spotlight on how #ItTakes2 for a baby’s wholesome development. While equal parenting has a more profound impact on shaping a child’s life when both partners are involved throughout, a study by Nielsen reveals that 84% of fathers in India believe that taking care of a baby is primarily a mother’s role. Learning this, celebrity parents Soha Ali Khan and Kunal Khemu who embody equal parenting have come together with Pampers to encourage parents to be equally involved in their baby’s healthy and happy development.
In recent years, men have started playing a more nurturing role in parenting; however, there is still some way to go. In a joint study published by top Ivy League Colleges in London, researchers found that children, whose fathers were more engaged in the initial months, performed better in cognitive tests at two years of age.
With its vision of caring for the healthy, happy development of every baby, Pampers is driving the message of #ItTakes2 through multiple touch-points to spark a positive change and strengthen the movement in support of equal parenting.
On the objective of this iconic campaign, Abhishek Desai, Senior Director; Category Leader, Baby Care, P&G Indian Subcontinent shared:
“Pampers holds a strong legacy of always being a confidence-boosting, spirit-lifting ally for parents while ensuring the happy and healthy development of every baby. Thousands of dads today set an example of equal parenting in their own way. From changing diapers to feeding their little ones, they believe that #ItTakes2 for a baby’s wholesome growth. Equal parenting goes beyond sharing responsibilities as it has the power to have a lasting impact for generations by teaching invaluable lessons of teamwork, togetherness, and equality. Through this campaign, the brand hopes to start a conversation to positively change the parenting paradigm and encourage more moms and dads to join the #ItTakes2 movement.”
For the Celebrity Association for this campaign, the brand collaborated with celebrity parents Soha Ali Khan and Kunal Khemu who embody equal parenting have come together with Pampers® to encourage parents to be equally involved for their baby’s healthy and happy development. They shared their views on this exemplary initiative:
Sharing her support towards equal parenting, celebrity mother Soha Ali Khan added, “Becoming a parent is a beautiful feeling and the journey is even more rewarding when both play an equal role. No dad-duty and mom-duty, just a profound sense of responsibility, love, and care for your baby. Having walked this path with Kunal, I can confidently say that #ItTakes2 for a child’s complete growth and development. I am proud to join this movement by Pampers and pledge for equal parenting. It is truly a reflection of the parenting beliefs we value most in our journey towards raising our little baby girl.”
Kunal Khemu, proud dad to little Innaya added:
“The journey of parenting starts even before you hold your little one for the first time. The day our little girl was born was a moment of pride for me as it was the day I went from being a man to being a dad. I promised her that I, together with her mum, would raise her to be a strong, happy, and healthy girl. Taking the pledge for equal parenting by Pampers I believe that #ItTakes2 to raise your child to embrace the world and I would not trade that for anything. I also encourage fathers to take the pledge and not miss out on this beautiful journey.”
Conclusively, as evident from Sheeko’s Brandscore Ratings, Pampers India has been very active on digital platforms in the past year, and after coming up with the #ItTakes2 Initiative, there has been a significant rise in their numbers.
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