Pitch Brief

Create a communication concept to increase awareness and top-of-the-mind recall for the brand Pigeon, and show how the communication can be extended across the marketing funnel. 

About Pigeon

Pigeon is a Japanese brand that develops and sells maternity and baby care products in over 40 countries, including India.

Communication Approach

The communication would go out to millennial parents, so the plan was to create something that resonates with them. 

Now, this generation of parents have grown up with technology. They communicate using slang and short lingos. They have their way of living and goals to achieve. But the real fun begins (being sarcastic here) when they have to balance their personal goals with their new parental responsibilities. 

So the idea was to tell the millennial parents that Pigeon understands them and celebrates this new phase of their life with the thought - ‘For The New Life’.

(I was in the same phase of parenthood while cracking this communication, so it felt like writing for myself and my partner)

Communication concept - For The New Life