Mumbai: Pampers®️, a brand that has been championing the message of equal parenting for years, has re-focused the spotlight on how #ItTakes2 for a baby’s wholesome development. While equal parenting has a more profound impact on shaping a child’s life when both partners are involved throughout, a study by Nielsen* reveals that 84% of fathers in India believe that taking care of a baby is primarily a mother’s role. Learning this, celebrity parents Soha Ali Khan and Kunal Khemuwho embody equal parenting have come together with Pampers® to encourage parents to be equally involved in their baby’s healthy and happy development.
In recent years, men have started playing a more nurturing role in parenting; however, there is still some way to go. In a joint study published by top Ivy League Colleges* in London, researchers found that children, whose fathers were more engaged in the initial months, performed better in cognitive tests at two years of age.
With its vision of caring for the healthy, happy development of every baby, Pampers®️ is driving the message of #ItTakes2 through multiple touch-points to spark a positive change and strengthen the movement in support of equal parenting. Touching millions of hearts across the country, the brand released a heartwarming film seeded with moments of realization stressing the fact that while raising a baby is a beautiful journey, the involvement of both parents is important for a baby’s wholesome development. Soha Ali Khan and Kunal Khemu, having experienced the beauty of equal parenting, are joining Pampers’® efforts to encourage new dads to take a pledge to make parenting a memorable journey for them and their little one.
Sharing her support towards equal parenting, celebrity mother Soha Ali Khan adds, “Becoming a parent is a beautiful feeling and the journey is even more rewarding when both play an equal role. No dad-duty and mom-duty, just a profound sense of responsibility, love, and care for your baby. Having walked this path with Kunal, I can confidently say that #ItTakes2 for a child’s complete growth and development. I am proud to join this movement by Pampers® and pledge for equal parenting. It is truly a reflection of the parenting beliefs we value most in our journey towards raising our little baby girl.”
Kunal Khemu, proud dad to little Innaya adds, “The journey of parenting starts even before you hold your little one for the first time. The day our little girl was born was a moment of pride for me as it was the day I went from being a man to being a dad. I promised her that I, together with her mum, would raise her to be a strong, happy, and healthy girl. Taking the pledge for equal parenting by Pampers® I believe that #ItTakes2 to raise your child to embrace the world and I would not trade that for anything. I also encourage fathers to take the pledge and not miss out on this beautiful journey.”
On taking this iconic campaign a step further, Abhishek Desai, Senior Director & Category Leader, Baby Care, P&G Indian Subcontinent shared, “Pampers®️ holds a strong legacy of always being a confidence-boosting, spirit-lifting ally for parents while ensuring the happy and healthy development of every baby. Thousands of dads today set an example of equal parenting in their own way. From changing diapers to feeding their little ones, they believe that #ItTakes2 for a baby’s wholesome growth. Equal parenting goes beyond sharing responsibilities as it has the power to have a lasting impact for generations by teaching invaluable lessons of teamwork, togetherness and equality. Through this campaign, the brand hopes to start a conversation to positively change the parenting paradigm and encourage more moms and dads to join the #ItTakes2 movement.”
Take the Pledge: http://bit.ly/PLEDG3
Watch the film:
*The ‘It Takes 2’ Survey was commissioned by Pampers® in association with Nielsen across India’s top metro cities in 2016
*The study – Infant Mental Health Journal included insights by researchers from Imperial College London, King’s College London and Oxford University