Twinkle, a beloved name under the Savlon brand portfolio from ACI, has consistently focused on delivering high-quality baby care products tailored to the needs of Bangladeshi families. Since the launch of Savlon Twinkle Baby Diapers in May 2017, Twinkle has strategically expanded to include a complete baby care lineup that has not only set new standards in the industry but also gained the trust of countless parents across the country.
The initial release of Twinkle Baby Diapers began with a robust thematic campaign that emphasized both product quality and parental trust. These diapers promised superior softness, leak protection, and a wetness indicator to keep babies comfortable and parents at ease. The brand quickly became a household name, known for its dedication to baby hygiene. Within just three years, Twinkle surpassed competitors like Supermom to claim the top position in the belt system diaper market by 2020, showcasing its commitment to innovation and consumer satisfaction.
Building on the success of Twinkle Diapers, ACI continued to expand Twinkle’s offerings. Twinkle Baby Wipes entered the market in 2019, providing parents with soft, convenient options for on-the-go cleaning, and quickly won accolades for their quality and affordability. The product line was soon complemented with Twinkle Baby Soap in 2022 and feeding solutions, including the Twinkle Baby Feeder and Twinkle Mum Pot, creating a well-rounded portfolio that addresses various aspects of baby care and hygiene.
Twinkle’s creative campaigns have also contributed to its rapid growth and enduring popularity. The “Bhasha Shoinik” campaign launched in 2019, resonated deeply with the cultural values of Bangladeshi families, celebrating the nation’s heritage. In 2022, Twinkle’s “Fantastic 4” campaign for its Baby Pant Diapers added an engaging narrative to the product line, helping the brand reach wider audiences and further solidify its position in the baby care segment. The fantastic 4 includes wetness indicator, cottony softness, perfume and UV sterilized.
In addition to traditional advertising, Twinkle has adopted innovative marketing tactics. For example, Twinkle’s collaboration with Sticker Driver in 2021 for transit advertising allowed for real-time tracking of impressions and audience engagement, reflecting the brand's forward-thinking approach to customer outreach.
Today, Twinkle’s journey continues to inspire trust and loyalty from Bangladeshi parents who prioritize quality in baby care. With a diverse product lineup, including baby lotions, wipes (in both pouch and jar formats), and innovative feeding solutions, Twinkle has established itself as a trusted companion for families.