|Title||LAUNCH OF DOVE BABY IN INDIA|
|Product / Service||BABY DOVE|
|Category||B11. Launch / Re-launch|
|Entrant||EDELMAN Mumbai, INDIA|
|Idea Creation||EDELMAN Mumbai, INDIA|
|PR||EDELMAN Mumbai, INDIA|
|Deepanshi Tandon||Edelman India||Senior Account Manager|
In the specially curated launch event, we also created a first of its kind experience –the ‘Maze of Motherhood' where every single person had to walk through a zone to experience what it truly feels like to be a mom who is thrusted with advice from all sides. This zone included jarring contradictory video and audio messages from all sources that a mom is usually exposed to –TV commercials, advice from loved ones and print ads. Right after the zone, we revealed the place of launch that was tranquil and devoid of judgements to showcase the ‘Baby Dove difference’.We partnered with a popular influencer, Tara Sharmain in the parenting space to launch the brand on her parenting show – The Tara Sharma Show. Thereby, taking this conversation to the next level and giving more moms across the country a chance to participate. Leading bloggers took part in #RealMoms conversations too.
The Real Mothers Heard Survey revealed that out of 6,000 moms surveyed around the world, Indian moms feel the most pressure to be perfect. With these findings, we brought together real moms to have an open dialogue about these pressures of motherhood, together with a clinical psychologist and a pediatrician. Leading national press, influencers and bloggers were invited to join. In the specially curated launch event, the ‘Maze of Motherhood' directed everyone through a zone. Experiencing what it truly feels like to be a mom who is thrusted with advice from all sides. This included jarring contradictory video, audio, TV commercials, advice from loved ones and print ads. Right after the zone, we revealed the place of launch that was tranquil and devoid of judgements to showcase the ‘Baby Dove difference’. We developed a story with our clinical psychologist that reiterated that there is no right way of parenting.
The core objective of the campaign was to announce the launch of Baby Dove in India in an insightful manner that positions Baby Dove as a superior product and at the same time connects with audiences emotionally. With an ROI of 2X the news of Baby Dove entering the market was splashed in all top publications, every single parenting magazine and portal. Some highlights include The Times of India, Hindustan Times, DNA, The Hindu, The Indian Express, Saakshi, Eenadu, Prajavani, Mother & Baby, Child Magazine, Indus Parent etc.
It takes a compelling story backed by strong insights to change the existing narrative and that is how we helped Baby Dove successfully debut in India. The launch of Baby Dove in India was much more than a product launch, it was a movement that brought together all the 'real moms' and established Baby Dove as the brand that champions this philosophy. Thoughtful strategy and successful implementation led to stellar results, in terms of AVE and Impressions. The PR-led market entry had a positive impact of the business with an ROI of 2X and a reach of 5.5 million households.
Baby care brands were mostly telling moms how to be a better version of themselves by offering ‘expert advice’ and ‘solutions’. We wanted to go beyond the surface and cut through this clutter. Keeping this in mind, we crafted a strategy for the launch that spoke volumes about our key message without saying much. To be heard through the noise by helping her hear and trust herself first, we created and launched Real Mothers Heard, Presented by Baby Dove. India’s first-ever survey and debate about the confusion and anxieties moms face as they embark on the beautiful, complex journey of motherhood.