Mumbai: Johnson’s Baby has launched a digital film titled ‘The Long Wait for Day 1’, a heartfelt tribute to mothers and their motherhood/pregnancy journey. The film, conceptualised by DDB Mudra, celebrated the different journeys of mothers, including adoption, in vitro fertilization (IVF), or preterm and reinforces the brand’s commitment to supporting motherhood in all its forms.
As an extension of Johnson’s Baby #PromisePehlePalSe campaign, ‘The Long Wait for Day 1’ follows the poignant stories of Neha, Maya, and Geet, each embarking on their unique paths to motherhood. From the anticipation of waiting on a hospital bed to the flashbacks of their journeys, the film captures the emotional resilience of mothers.
The campaign highlights that every mother has a different journey to their Day 1, however every mother promises to protect their baby. In every journey, Johnson’s Baby partners with mothers to protect their baby from Day 1. The beautiful montage culminates with the brand’s commitment: ‘Pehle pal se protection hai har maa ka aur hamara vaada’
Indiantelevision.com reached out to Kenvue business unit head-Essential Health & Skin Health & VP marketing Manoj Gadgil where he gave a deeper insights behind the inspiration of the digital film and lot more…
Edited excerpts
On the inspiration behind Johnson's Baby's latest digital film, 'The Long Wait for Day 1'
Johnson’s Baby’s latest digital film, 'The Long Wait for Day 1' celebrates the diverse journeys to motherhood. The film highlights the resilience and determination of mothers who have endured different paths, such as an IVF treatment, adoption process, or the emotional rollercoaster of having a preterm baby. While every motherhood journey is special and unique, some mothers may have a longer and more challenging journey to their Day 1 with their little one.
Our latest film highlights some of these challenging motherhood journeys and reinforces Johnson’s Baby’s commitment to supporting motherhood in all its forms. The campaign highlights that every mother has a different journey to their Day 1, however every mother promises to protect their baby. So is ours! Johnson’s Baby partners with mothers to protect their baby from Day 1.
On the film portrays a different path to motherhood, from IVF to adoption and preterm birth
Johnson’s baby has partnered with parents for generations. Over the years, we have closely interacted with hundreds of mothers to understand their motherhood journey to Day 1 and what matters most to them for their baby. These invaluable insights and experiences have guided us in crafting these stories with sensitivity and emotional resonance. Through the creative process, we tried to capture the complexities of each path to motherhood.
On the role you see influencers and celebrities playing in amplifying the message of the campaign and fostering meaningful conversations around motherhood
In the evolving landscape of content consumption, influencers and social media play a crucial role in amplifying our campaign's message and driving meaningful conversations. Infact for new mothers, word of mouth especially recommendations from fellow mothers they relate to are among the top 2 drivers of purchase. Their voices and platforms have the power to inspire and connect with a wide audience of mothers as well as create a strong community of mothers who they can lean on for advice and recommendations.
On doodle book resonating with mothers and encourage them to share their own unique stories
Recently, for Mother’s Day, Johnson’s Baby celebrated the occasion with popular national and regional celebrities and influencers with #JourneyToDay1 campaign engaging 1000+ mums on various communities. We hosted a fun contest where mommy influencers shared their motherhood journey through a doodle book inviting fellow mums to share their unique motherhood stories and participate in this contest. Within days, we got an overwhelming response from hundreds of mothers who shared their diverse journeys to Day 1. This contest not only encouraged mothers to reflect on their own journeys but also fosters a sense of community and belonging.
How do you perceive the role of mothers in today's society? A lot has changed frankly from previous decades and how does the brand aim to empower them through its initiatives?
Today, we are increasing seeing mothers juggle multiple responsibilities along with their baby. We are committed to supporting mothers in their motherhood journey with their baby and their evolving responsibilities. Over the years, Johnson’s Baby has partnered with parents to consistently deliver the best for their babies through superior science backed products.
As a brand with products that first touch a baby’s skin, we understand our responsibility. We remain focussed on creating products designed with only ‘Baby-safe’ ingredients and to exceed safety standards to deliver our promise to every parent. Through our campaigns and initiatives, we further strive to create resources to educate parents on best skincare practices for newborns.
Our commitment to scientific excellence has led to breakthroughs in skincare technology, resulting in products that protect the baby’s skin without compromising its natural balance. Some of innovations include products like Johnson’s ‘No More Tears’, a mild shampoo which effectively cleans a baby’s scalp without irritating the eyes.
To bring mothers closer to Johnson’s Baby, we have leveraged new age technologies like augmented reality (AR) to enable them to discover our baby safe ingredients as well as see what’s inside our products to make more informed decisions.
