To commemorate the event, the Wipro group is planning to unveil a new brand on January 1, 2000. The first five babies born closest to 00.00 hrs of January 1, 2000 at the city, state and national levels will be awarded by Wipro Baby Soft, in a manner which will benefit them in the long run. ``The company is in talks with the domestic insurance and educational institutions to offer life and medical insurance coverage and education bonds to these new generation babies,'' Wipro officials said.

All other participants will get a token of best wishes from Wipro Baby Soft. The drive will also rope in important personalities and key social figures,who will bless the babies by signing plaques and presenting trophies. There will also be a get-together of all the winners in Bangalore.

``Wipro Millennium Baby is more than an event. It is a drive to welcome India's first generation of the new millennium, an initiative and an invitation to shower blessings on the babies of the future. The idea is to capture this special moment and make it memorable for generations to come,'' Wipro Consumer Care, marketing manager, Anil Chugh said. The company would spend about 50 per cent of its existing advertisement budget on the mega event during the current fiscal. However, company officials declined to comment on the exact ad-budget of Wipro. Recently, the division spent about 20 per cent of its ad-budget on the promotion of a polio pulse programme.

``The main idea behind the move is to increase its presence in the baby care segment in the future. At present, the group has a 10 per cent marketshare in the soap sector,'' Wipro Ltd, vice-chairman, PS Pai said. Thecampaign will include a small spend on print and electronic media to tell the consumer about the programme. ``We will publish the application form in leading dailies across the country to enter the contest. A part of funds earmarked for the purpose will be utilised for making awareness on childcare, hygiene and nutrition,'' Pai added.

Parents expecting babies after December 15, 1999 and also their family and friends, can fill in the participation forms available through Wipro's widely spread network and enrolled nursing homes, doctors and chemists.

According to conservative estimates, about 5 lakh babies are delivered in a month's time in the country. With this in mind, the company has already roped in more than 500 nursing homes in all southern states. ``We will communicate with the participants till the baby is born and will share the information on childcare,'' Chug said.

The products of the company include Wipro Baby Soft soap, Baby Soft - milk and almond soap, Wipro Baby soap - olive and lanolinsoap, Wipro Baby Soft powder and soft oil.