New print innovation from OMD India helps Johnson & Johnson evoke the power of gentle

Johnson & Johnson (J&J) have launched a campaign in India to bring to life the ‘Power of Gentle’ proposition for their range of baby powder. At the core of the campaign was print media conceptualized by OMD that allowed broadsheets such as The Times of India, and The Hindu to be infused with the smell of Johnson & Johnson baby powder.

Leading Indian newspapers came out smelling like babiesJanuary. The front page also carried a half page advertisement to connect the scent with the communication. The trade mark fragrance of Johnson’s baby powder was supplied by J&J to the publishers, who used a special technology to infuse it on the newspaper. After a pilot phase in Mumbai, the concept was rolled out to multiple cities in India.

“Babies have the power to make us gentle and just as your baby brings out the gentlest in you; babies have driven J&J to be the gentle with their products. This was the core idea that we wanted to convey through multi-media touch points, though we had a key challenge at hand – How do we bring the power of gentle alive in a newspaper? We felt that there was a strong connection between the scent of Johnson’s baby powder and the millions of sweet gentle memories that parents have with their little ones. From this germinated the thought of a scented newspaper,” said Mamatha Morvankar, Managing Director OMD India.

“For the first time, a newspaper reminded millions of parents in India of the gentle moments with their babies through the sense of scent. Now, that’s the Power of Gentle!” added Harish Shriyan, COO Omnicom Media Group, India.

The innovation was done with two leading publications of India – The Times of India and The Hindu. This was implemented on 4.3 million copies across 8 key cities reaching out to 7.6 million readers.