The Campaign

Branded Entertainment is still an unexplored option for most clients in India. A major part of the marketing budgets are diverted to traditional forms of advertising; TV commercials, Outdoors. Johnson's Baby is the first company in their operating category to producer Branded Entertainment and the Tara Sharma Show is the first TV show of it's kind to be on air on India's leading entertainment TV channel. The coming together of Johnson's Baby and The Tara Sharma Show was a natural fit as both share the same values and target the same audience. There were no restrictions imposed on the nature of the content and the broadcasting company team were extremely supportive with feedback steering the show producers in the right direction.

Results

Challenge: Tara is a Bollywood actor and a mother of two children. She wanted to pursue her career and also aspired to be a hands-on mother. She was sharing her experience of motherhood via her blog diaries. When she decided to translate her blog diaries into a TV show, she had to find the right partner who'd share the same values. Johnson's Baby has been a pioneer in the field of baby care for over 100 years. In the past few years, they were being perceived as a traditional company, not keeping with the times. Objective: The Tara Sharma Show and Johnson's Baby wanted to reach out to young, urban mothers. Strategy: The Association between Johnson's Baby and the Tara Sharma show to create compelling Branded content that would appeal to young urban mothers. Execution: The Tara Sharma Show brought in the everyday relatable experiences of motherhood and Johnson's Baby contributed with their expert knowledge. Together they created the first branded content in this category

The Tara Sharma Show created quite a buzz in the trade news and digital space in the months leading to it's launch. Celebrities, social causes, Johnson's Baby and the broadcasting channel all promoted the show aggressively on their owned channels complemented with radio chats and media interviews in leading dailies and magazines in India. There was a ripple effect and world spread globally including BBC interviewing Tara, to know more about the unique branded content of the show.

- 1.7+ million viewers. - A combined Facebook reach of 22 million. - An involved community of real/new mothers today interact via the various The Tara Sharma Show platforms asking questions, seeking advice or just sharing their experiences of motherhood. - Johnson's Baby managed to reach the premium young new mothers they've been trying to target and additionally have managed to reach a much wider audience through the show. - No brand in this category has done anything similar so this makes JB the first brand to try a new way to connect to their audience. - Johnson's Baby has plans to introduce this format of branded entertainment global in other markets to reach their target audience.