Baby care products are a tough category to make an impact in. With a 90% market share and a strong legacy in this category, Jonhson & Johnson are the undisputed leaders in baby care. After trying various strategies, Wipro Baby Soft has decided to adopt the Complete Baby Care premise as its positioning platform.

On the one hand, this involves the introduction of many new products like diapers, baby nail cutters and pill cutters in addition to soaps and oils. Wipro Baby Soft has also launched an information program in hospitals, providing valuable information on pregnancy, child birth and baby care through the use of posters and leaflets. They are also sponsoring regular 'Healthy Baby Contests' at retail outlets.

As the creative team behind this program, our task was to create a variety of collateral material that would be informative and attractive while carrying a strong branding element. Brand name recall is especially crucial in baby care, where a single company has traditionally been synonymous with the whole category. This was why we decided to go in for clear, simple layouts with a strong use of the Wipro Baby Care colours and elements of the wave and the baby. This can be seen in both the Height And Weight Chart and the Certificate created for participants at the 'Healthy Baby Contests'.