MAM
Pampers says ‘Good Morning Baby’ with Saatchi & Saatchi
MUMBAI: As a promotional strategy, P&G’s babycare brand has launched an initiative by the name ‘Pampers Good Morning Baby’ aimed to serve as a common platform for mothers across India to get together and share their happy morning moments with their babies.
The campaign has been conceptualised by Saatchi and Saatchi.
While the media duties for the campaign are handled by Mediacom digital agency, Quasar is responsible for the digital part.
Spread over four weeks, the campaign includes TVCs, print ads in newspapers and magazines, Facebook page with baby FM application, digital banner campaign and a Good morning Baby IVR-based phone community.
Saachi did an exploring research across India by Saatchi and Saatchi accompanied by a survey among mothers conducted by AC Neilson which formed the basis of the campaign. The results provided insight that when babies wake up happy in the mornings, the feeling transcends to the entire family and has an overall positive effect on the home environment.
This is the first time that Pampers India has attempted such a holistic campaign.
Says Pampers India brand manager Girish Kalyanaraman, “In today’s scenario, the media verticals are not independent of each other. Therefore, the challenge was to integrate the big idea across all media. We explored various ideas with Saatchi and felt that the story of joyful wake ups is integral to the brand equity because Pampers is dedicated to ensuring babies get peaceful night’s sleep which results in their healthy development”.
‘Pampers Good Morning Baby’ has been created to give a common platform for mothers across India to get together and share their happy morning moments with their babies. The proposition of the campaign is that these happy moments are possible only when the baby has had a good night sleep and Pampers is dedicated to ensuring babies get peaceful night’s sleep which results in their healthy development.?
Saatchi & Saatchi regional planning director Hari Ganesh says, “As a father, I personally feel that the happy morning wake up of my baby has a transcending effect on the entire family. My wife feels relieved to see the baby waking up happy. I get to spend quality time before I go to work. And the day begins great.”
Saatchi & Saatchi NCD Ramanuj Shastry agrees, “Every mother has her sweet nothings with her baby – that one name that she calls him, that one tickle that makes him laugh, that one smile that melts her heart and that one special song that she always sings from her heart; moments that she cherishes every day. Therefore the creative objective was to amplify such moments across media and invite mothers to join the movement”.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
