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IBD crafts Morisons Baby Dreams Ad Film – “Smart Mom”
4 October, 2016

IBD, a Percept Hakuhodo Company, has just crafted and rolled out the much awaited Morisons Baby Dreams ad film campaign titled ‘Smart Mom’. This closely follows on the heels of IBD winning the prestigious integrated communications mandate for Morisons Baby Dreams, a brand of the prestigious JL Morison (India) Ltd, earlier last month. 
 
JL Morison has been dedicated towards building sustainable brands in the baby care, personal care and health care segments for over 80 years. Morisons Baby Dreams, the baby care segment of JL Morison, caters to the needs of babies between 0-2 years of age.
 
IBD undertook detailed R&D to comprehend the dynamic psychographic and sociographic profile of the baby care TG and their needs. The findings showcased an age of equality. Why should a woman sacrifice it all to make the best of her home, when she can be a magician and juggle it all? Morisons Baby Dreams focuses on today’s mothers, a generation of smart moms who know it all and can be all, if they so desire. The modern mothers today are far more assured, confident and sure of themselves. They are poised in taking life decisions and are managing multiple roles with grace and ease. They choose their job, their life partner and even their decision of motherhood.
 
As opposed to the earlier beliefs, when a mother solely is a nurturer and a care taker, the brand caters to the needs of young mothers with aspirations and dreams. A mother today addresses the needs of her young ones by actively searching, surfing, reviewing various commodities online as opposed to earlier trends. She is alert and relies only on the best for her family needs.
 
Morisons Baby Dreams as a brand admires and salutes such mothers, by giving them high quality infant care products, that help them take care of their child. The ad film by IBD effectively captures the emotions of a smart mom, who is catering to all life needs efficiently, managing both her child and helping the colleagues with an important presentation, aptly portraying that she manages every part of life smartly.
 
Commenting on this ad film, Mr. Rahul Gupta, Managing Director, IBD said, “Our aim was to make the brand aspirational to the young mothers, who are handling the responsibilities of motherhood smartly, and are independent in their life choices. The campaign recognised the multiple roles a young mom plays and presents Morisons Baby Dreams as a brand that endorses her way of life.”
 
In today’s hyper competitive age where market dynamics change at the speed of light, brands need a new breed of agencies that identify the right creative solution at the dynamic pace of the consumer demand. IBD is one such new age agency. Perhaps that is why, at IBD, many prestigious accounts have been won in the face of stiff competition from marquee names of the advertising world. In some cases, even when the competing agency has a global alliance working for it.