Johnson's Baby Design & Branding INDIA'S FIRST D.I.Y. CALENDAR FOR BABIES by BBDO Mumbai

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Industry Baby Hygiene
Media Design & Branding
Market India
Agency BBDO Mumbai
Creative Director Josy Paul, Rajdeepak Das, Sandeep Sawant
Art Director Meenal Desai
Copywriter Malini Chaudhury
Released December 2011

Credits & Description

Category: Calendars
Product/Service: JOHNSON'S BABY
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Josy Paul/Rajdeepak Das/Malini Chaudhury/Sandeep Sawant (BBDO India)
Art Director: Meenal Desai (BBDO India)
Copywriter: Malini Chaudhury (BBDO India)
Retouch Artist: Hitesh Shah/Sameet Koyande/Shankar Yelugu/Suresh Amre (BBDO India)
Sr. Account Director: Schelicia Caszo (BBDO India)
Account Executive: Meghna Shah (BBDO India)
Production: Hitesh Shah (BBDO India)
Media placement: Calendar - Personally sent to new moms - 9-12-2011

Describe the brief from the client
Johnson’s Baby wanted to reach out to new mothers to engage and educate them about the first twelve months of her baby’s life.

Describe the challenges and key objectives
Calendars are a great way to keep track, month by month on a baby’s progress.

However, calendar’s are usually lost and forgotten or at most kept away in one corner.

The key objective was to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.

Describe how you arrived at the final design
Play time is the most engaging and important mother-baby bonding time. We designed a play thing which also works as a mobile learning program and a motor coordinator for babies.

Give some indication of how successful the outcome was in the market
As word of mouth spread, J&J received countless calls for these calendars. The calendars are being re-printed to meet the growing demand.

Seeing the popularity, Johnson's Baby has spread this calendar initiative to other South East Asian countries and they're also being retailed at children's bookstores across the country.