By A Correspondent
Piramal Enterprises’ Consumer Product brand – Little’s recently launched its first TVC in India. The advertisement has been created under the guidance of Prasoon Joshi, CEO, McCann World Group and media strategized in supervision ofSam Balsara, Founder, Chairman and Managing Director, Madison Communications.
Little’s enriches the lives of young families by providing products that make the initial developmental years of a baby’s life happier, healthier and safer. The TVC emphasizes the strong bond between mother and the little one, capturing the joy of motherhood and candid moments of babies in everyday activities. These activities come across as ‘slice of life’ situations that mothers can resonate.
Launched in India in 1980, the baby care brand Little’s is present in a wide range with more than 100 products including – baby feeding bottles, baby skin-care, baby grooming accessories, baby apparels, baby toys, baby bathing, bedding, travel accessories & baby toilet accessories. In November 2015, Piramal Enterprises’ Consumer Products Division acquired the brand which includes the entire product range across six categories. Little’swould be available across 3.5 lakh outlets in India and has been growing at a CAGR faster than the market over the past few years. Although the brand has had a market presence for the past 36 years and is preferred by millions of mothers,this is the first time that strong marketing levers have been deployed through advertisement to increase its footprint.
Commenting on the marketing strategy for Little’s, Dhawal Katkar, Vice President Marketing – Piramal Enterprises Limited, “We aim to make Little’s India’s #1 brand in the baby care range. Little’s has been a preferred choice of mother’s since 1980’s and has a very strong heritage and equity in providing excellent quality products for babies of 0-4 years. We will be looking at scaling this up rapidly to make it the most loved brand for babies. When probing for insights on motherhood, what we discovered is being a mother is always a testing time for her, yet it is filled with very happy & joyous moments which is what makes her become a Little more mother every day. Little’s range of products seamlessly integrates and become a part of this everyday life of the mother & baby’s growth & development, to make it more memorableâ€. We plan to cover 90% of young Indian mothers through aggressive marketing plans this year.
Commenting on the TVC Pradyumna Chauhan, National Creative Director, McCann Mumbai said: “Littles is a dream brand name for a range of baby care products. The strategy of this campaign is to make that brand name the preferred one for mothers. So we wove the word ‘littles’ throughout the spot including the jingle. As for the creative idea, we kept it simple. Truth is it’s the million little things a woman does for her child that make her a mother. Little’s knows that and supports every mother with its thoughtfully designed products in as many ways as possible.”