Johnson & Johnson has added the famous aroma of its iconic baby power to ink used for scented ads in newspapers and women’s magazines. The brand has successfully infused the smell of the baby care product into a selection of Indian dailies. The campaign was designed to use the olfactory-based experience to evoke sweet memories of caring for a baby. The powder fragrance was incorporated into the newspaper ink, which made the ad page smell “like a newborn,” without compromising the quality of printing. The ad features a photo of an Indian mother holding a newborn on her chest.