Baby care brand Johnsons has launched a YouTube channel with over 100 videos across 12 categories, amid a sharp rise in searches for parenting advice.
The new ‘Best for Baby’ channel is a dedicated video channel aimed at providing new parents a holistic guide on baby care and parenting.
Designed to cater to the needs of ‘millennial parents’, the channel offers new parents help through detailed videos, specially curated for the channel by baby care experts and discerning peers.
Featured on the channel are videos that bust common baby care myths, simplify the science behind baby care in addition to educational videos on relevant subjects like sleep, bath time and massage.
New parents can also find videos on fun DIY projects to do with their infants and toddlers. The objective is to create a platform that encourages moms to curate their own content on best of baby care for the channel.
Talking about the ‘Best for Baby’ channel launch, Ganesh Bangalore, Vice President, Marketing, – Johnson & Johnson, Consumer, India added: “Our ongoing dialogue with moms, in addition to research in the segment, revealed a need-gap for millennial parents in India regarding reliable and researched baby care information online. The research clearly showed that new moms are using online search as their primary way to find parenting information.
“As an innovator in Baby Care for over 120 years, JOHNSON’S® has filled critical research gaps by helping advance 90% of all publications and peer reviewed scientific literature, worldwide, on the understanding of baby care. With this background, it made sense for JOHNSON’S to create ‘Best for Baby’ channel providing parents with a credible source of information on baby care. With over 70,000 views a day, on an average in its pilot phase, we seem to have created a platform that is an answer to the needs of our consumers.”
According to a report by Tickled Media’s- theindusparent.com the media consumption of Indian mothers has changed significantly with a 71% increase in internet searches and an average decrease of 45% in her television, newspaper and magazine consumption. Of these, more than 41% mothers access YouTube accounts for their parental queries. Interestingly, over 76% mothers search for parenting tips, while 75% mothers search for health and nutrition tips. The report also highlights the increase in digital consumption with over 61% moms relying on online platforms for parenting advice, of these 69% mothers look to specialized parental resources.
In India, the baby care brand has partnered with reputed medical organizations such as The Federation of Obstetric and Gynecological Societies of India, Indian Academy of Pediatrician, Indian Medical Association in an effort to maintain a steady stream of conversations around baby care in the country.
Unveiling the new channel to 300 moms at a red carpet event today, actress and millennial mom, Lara Dutta said: “Today moms are balancing many responsibilities, from professional to familial ones. Busy moms today are looking for solutions and guidance from topics ranging from baby basics, bonding with the baby to how to nurse and put the baby to sleep. JOHNSON’®, Best for Baby channel not just answers the various concerns of the mothers but also redefines baby care. I wish this channel was around when my daughter was born as it can really help put mothers at ease.”