1. Case Study _ Johnson’s Baby
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BACKGROUND
Maternal love is the purest form of human love. By virtue of this, it is every mother's desire
to provide her best to the child. Parenting a child is quite a ride per se, and especially for
working mothers who constantly oscillate their roles from one extreme to the other in a
quest to maintain work-life balance. Johnson’s Baby considered developing a mobile
application that would serve as a one stop solution for the mothers to get the best of the
baby care knowledge clubbed with fun-filled elements.
BUSINESS CASE
Johnson’s Baby not only wanted to create awareness about baby care knowledge among
mothers but also provide them a reliable application through which the mothers could easily
get all the important information they require to provide the best upbringing to their babies.
The aim was also to incorporate fun-filled games for the babies to play and learn.
SOLUTION
TELiBrahma worked with Johnson & Johnson and developed a mobile application called “My
Baby Diary to help mothers on the go. Through this app mothers could easily get substantial
information about baby care knowledge right from the pre-natal stage till they are toddlers.
This uber cool application also allows mothers to set a reminder for the next due vaccination
and also take pictures, try out various hats and hairstyles on their babies, check how their
babies look in animal costumes, etc. and share the photos on Facebook in a single click. A
photo editor feature enabled this easy sharing with friends and peers on their network.
The app included various engaging content both for the mother and the baby. For instance,
the mother could track the vaccination details, read up facts about pregnancy, Labour &
birth, babyhood, toddlerhood, etc. She could also instantly create a scrapbook of her baby
and capture the defining moments of the baby via “Happy Moments” and “My Baby
Calendar” features.

2. Case Study _ Johnson’s Baby
http://telibrahma.com Follow us on http://www.facebook.com/BuzzAtPlaces
Learning was made all the more joyful experience for the babies through the fun-filled
interactive section the application comes with. The babies could learn alphabets, numbers
and colours in a fun manner with the audio-visual facility the app provides.
Apart from the app being made available on Android market and iStore, the brand
leveraged Buzz network to distribute the app to on-the-go women. With the capability to
identify and deliver right content to the phones that users carried, Buzz ensured right
target.
RESULTS
 The application has received about 3000 downloads in the span of 5 months without
any exclusive promotion for the app
 In the android market, the app is rated 5 stars and has received amazing user
reviews
 On Buzz network, the app reached over 50,000 mothers in a span of 7 weeks
 Bangalore recorded the highest number of downloads at more than 15,000 proving
the right target for the app
 Spencer’s recorded the highest number of engagements at 21,000+ reaching out
mostly to the modern women