NEW DELHI: Procter & Gamble’s baby and toddler products brand Pampers has revived its iconic #ItTakes2 campaign, once again putting the spotlight on how both parents have an equal role to play in the wholesome development of the baby. The campaign counters the belief that taking care of a baby is primarily a mother's role. A study by Neilsen indicates that 84 per cent of fathers in India believe the same. 

With the campaign, Pampers is driving a movement through multiple touch-points to spark a positive change and highlight equal parenting as a force to be reckoned with. 

The latest film, conceptualised by Leo Burnett, produced by Prodigious, and directed by Prosit Roy,  takes viewers on a journey encapsulating emotional moments before a man becomes a Papa- right from taking his wife to the hospital, to the doctor sharing the happy news. 

Re-writing the narrative in an effort to encourage moms and dads all over the nation to parent equally, the campaign is seeded with moments of realization stressing the fact that while raising a baby is a beautiful journey, the involvement of both parents is important. To reach more parents in a meaningful way, the brand is also collaborating with inspiring voices that echo the essence of equal parenting in their daily lives. This is an effort to encourage 50 lakh new dads to pledge for equal parenting and join ‘Dads of Pampers’ across the country to make parenting a memorable journey for them and their little one.

P&G Indian Subcontinent senior director & category leader, baby care Abhishek Desai said, “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.” 

Leo Burnett CCO - South Asia & MD - India Rajdeepak Das said, “The connection and bond between a parent and child are nurtured and strengthened when both parents are equally involved. It is not a mother’s job or a father’s job– it takes two to raise a child. This is the core insight of our campaign which is narrated through a heart-warming film, which I am sure all new parents will relate to. This campaign is a perfect example of our humankind philosophy which puts people and purpose at the heart of every conversation.”

The campaign was initially launched in 2016; was conceptualised by L&K Saatchi & Saatchi, produced by Flirting Vision, and directed by Benaifer Mallik and Rajiv Rajamani.