Johnson & Johnson knows that every child deserves a healthy start: Ganesh Bangalore

Johnson and Johnson has recently launched a campaign carrying a very impactful and thought provoking message about the importance of breastfeeding. The campaign ‘I pledge to breastfeed’ is not only to spread awareness about the importance of breastfeeding but how the family can also play a vital role in helping the mother during this time. The campaign which has been basically created in-house hit the tube earlier this month with two new commercials.

According to a recent UNICEF report only 34 percent of Indian women breastfeed in the first hour. In a land where 1.5 million children under the age of five die every year, only 46 per cent of infants below six months are exclusively breastfed. The report further elaborates how children who are breastfed in the first month are 14 times more likely to survive over those who are given nourishment in the form of formula or any other milk.

Johnson and Johnson is leaving no stone unturned to make this campaign reach a larger audience. As Ganesh Bangalore, General Manager - Marketing, Consumer Business, at Johnson & Johnson India.says, “As a part of this campaign, Johnson & Johnson India is conducting over 600 healthy baby camps in hospitals and nursing homes across multiple cities in the month of August to educate mothers about the benefits breastfeeding offers and how it can help develop the bond with your baby. We are privileged to partner again this year with prestigious healthcare associations such as Indian Academy of Paediatrics (IAP) and Trained Nurses Association of India (TNAI) to spread awareness on this topic and urge every new mom to take a pledge to breastfeed her baby. Also we are spreading awareness through periodic advertisements, discussion forums on various mommy blogger sites, leveraging brand’s social and digital medium in addition to dedicated media conferences in west and south India with celebrity moms and medical experts.”

An on-ground team is currently working to reach maximum number of mothers across tier 1 and tier 2 cities, and encourage them to take the pledge to breastfeed.

He says, “We understand how breastfeeding can greatly influence a baby’s happy healthy development. As a brand which has touched mothers and babies across generations, we are happy to be associated with this cause. We urge as many mothers to join Johnson & Johnson’s ‘I Pledge to Breastfeed’ campaign to create a nation where the children are powered by love, care and so much more.  Johnson & Johnson knows that every child deserves a healthy start and there is no better way than a mother’s milk.”

The brand rationale while creating this campaign was to create a beautiful emotionally driven story. Sonali Kulkarni, as per Ganesh Bangalore, was perfect for this campaign due to her personality and her connection with the masses. He points out, “Sonali Kulkarni is a new age mother who like every other mom, cares for the overall development of her baby. She has been an ambassador for breastfeeding for her mother-in-law’s NGO Sneha for the last couple of years and has taken upon herself to spread the benefits of breastfeeding in the remotest corners of Mumbai. She has always been articulate and vocal about how breastfeeding is not an option but a natural process of being a mom.” Other than Sonali Kulkarni, Devayani also joined leading lactation experts and well-known Paediatricians to support Johnson & Johnson to educate mothers on the miracles of motherhood and on how breastfeeding is a start to enhancing mother-baby bonding.

J & J is happy with the awareness the brand has created and is content with the way it has been received by the audience. The campaign which was launched during the occasion of World Breastfeeding Day looks to continue with this campaign throughout the month of August.

zeba(@)adgully.com

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