Pampers® has been advocating the strong message of #ItTakes2 to raise a baby for years, and it continues to shine a light on the inequity in our culture and the advantages of equitable parenting. According to several research studies, equitable parenting is a positive and enjoyable experience for parents and children. The company is breaking societal norms in its third version of the campaign, with their latest heartwarming film, to urge new parents to regularly be more active in childcare.
The film debunks the widespread assumption that raising a kid is only a mother’s duty and encourages males to take the initiative and leave no space for regret when it comes to parenting. #BaapBannaPadtaHai (One must ‘be’ a father) is the film’s slogan, emphasising the need for new dads to participate equally in parenting from the start. According to a poll conducted by an independent authority, the video was inspired by some worrisome facts, such as that 92 per cent of fathers regret spending less time with their children. Equal parenting increases the child’s link with both mother and father and allows the woman to relax and recuperate after childbirth, which is essential.
It was created by Leo Burnett and depicts two generations of fathers. In a hospital, a sick father and his middle-aged son have a pleasant talk in which the former laments not being there for his son when he was growing up. He wishes he could go back in time and be present for all of his son’s milestones. A nurse interrupts this tear-filled, emotional session to inform the son that he has recently become a parent. As he embraces his infant, the son promises that he will always be there for his father and that he will be an equal partner in raising his child, recalling his ailing father’s words, “BaapBannaPadtaHai.”
Pampers presents ‘Baby Time,’ a programme to assist dads in intentionally spending more quality time with their newborns and being more active parents during their growing years, as part of the drive to empower new fathers to be equal parents. ‘Infant Time’ is content curation and community where men can get parenting advice from experts and other parents on various baby responsibilities and how to be an equal parent. Over 2 lakh active news fathers are currently a part of this.
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