This Mother’s Day, Johnson’s Baby launches digital film celebrating diverse journeys to motherhood
‘The Long Wait for Day 1’campaign reiterates Johnson’s Baby commitment to mothers to help protect their baby from PehlePalSe
Bangalore, 13 May 2024 – Johnson’s Baby, a pioneer in baby skincare launches a digital film titled ‘The Long Wait for Day 1’, a heartfelt tribute to mothers and their motherhood/pregnancy journey. On Mother’s Day, Johnson’s Baby’s latest film conceptualised by DDB Mudra celebrates 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.
Neha, after nine years of trying to get pregnant, conceives through IVF, embodying the unwavering determination and hope of countless mothers facing fertility challenges. Geet anxiously awaits the arrival of her child through adoption, highlighting the beauty of different paths to motherhood. Maya’s journey reflects the strength and patience of mothers with premature babies, as she navigates the uncertainties of a preterm baby.
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’
Commenting on the latest campaign, Mr. Manoj Gadgil, Business Unit Head-Essential Health & Skin Health & VP Marketing, Kenvue, “Every mother’s journey is unique, every mother’s journey is special, but some motherhood journeys are longer. While every mother has a different story to their Day 1 with their little one, their promise to protect from Day 1 is the same. So is ours! With the launch of our latest digital campaign, we celebrate the incredible strength and resilience of every mother, especially those who have faced many challenges to experience motherhood. Johnson’s Baby is committed to supporting mothers and their precious babies from the very beginning. As a brand which has partnered with parents for generations, we are proud to play a special role in every motherhood journey with providing superior products that nurture and help protect a baby from Day 1.”
Harshada Menon and Siddhesh Khatavkar, Group Creative Directors, DDB Mudra shared, “When it comes to motherhood, it’s never simple. We wanted to bring out the raw emotion, excitement, grief and happiness that comes with this journey. Despite being a story of three moms in our film, in reality, it represents the story of many.”
This Mother’s Day, Johnson’s Baby celebrates the occasion with popular national and regional celebrities and influencers with #JourneyToDay1 campaign engaging 1000+ mums on various communities. The brand will also host fun contests where macro mommy influencers will share their motherhood journey through a doodle book inviting fellow mums to share their unique motherhood stories and participate in this contest.
Link to the digital film: https://youtu.be/GZibW3kqT8c
Campaign credits
Brand: Johnson’s Baby
Agency: DDB Mudra
Brand Team: Manoj Gadgil, S Anand Kumar, Shoaib Ahmed, Dipti Naithani, Payal Niharika, Shivani Mehta, Gitanjali Sabikhi
Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar
Business: Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
Strategy: Nishita Vazarkar, Aayush Singh
Films Team – Jay Gaikwad, Alisha Dsouza
Production House: Corcoise Films
Director: Neha Kaul
Executive Producer: Cyrus Pagdiwala
Music Composer: Raghav M Kumar & Arjun Sharma
