Baby Ko care pasand hai focuses on encouraging better care practices for newborn babies, aiming to set the foundation for a healthy life. The campaign emphasizes the importance of breastfeeding,vaccines, sanitation, hygiene, maternal, family attention and provides recipes for a newborn’s or baby’s first meal.

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Influencer Profiling

The campaign’s strategy revolves around creativity, aiming to highlight the importance of baby care through collaboration with illustrators and painters. These influencers are selected for their ability to visually convey the brand’s message in a captivating and engaging manner.


Mid-tier influencers were chosen for their ability to reach a substantial audience while still maintaining a high level of engagement. This size strikes a balance between audience reach and authenticity, ensuring the message resonates effectively with the target demographic.


The campaign primarily leverages Instagram, a platform known for its visual storytelling capabilities and strong engagement rates. Instagram’s visual-centric nature aligns well with the campaign’s focus on creative content and allows for effective communication of the brand’s message.

Content Frequency 

The campaign employs a phased approach, with three influencers collaborating over a span of two weeks. This frequency allows for consistent exposure to the brand’s message while also providing time for each influencer’s content to resonate with their audience.

Content Style  

The content style revolves around creativity and visual storytelling, leveraging the talents of illustrators and painters to convey the importance of baby care. This may include illustrated tips for newborn care, visually appealing recipes for baby’s first meals, and engaging artwork that highlights the benefits of breastfeeding. The content is designed to be both informative and aesthetically pleasing, capturing the attention of the audience and encouraging them to adopt better care practices for their newborns.

Hear ’em Speak!

The Social Stars initiative celebrates innovative social media campaigns and Plush’s No Sheave November campaign won the best B2C Campaign award due its incredible engagement with over 1 million people.
Ashutosh Upadhyay
Marketing Head, Plush

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