At the ongoing Maha Kumbh 2025, Himalaya BabyCare launched the "Prepare Your Baby Bag" campaign to advocate for shared parenting and redefine caregiving roles in India. In partnership with the Prayagraj Mela Authority (PMA) and other key organisations, the initiative used the platform of the Maha Kumbh Mela to inspire a change in parenting dynamics across the country.
The campaign aimed to raise awareness about the importance of shared responsibility in ensuring a child's health and well-being, resonating with millions of families.
A key feature of the campaign was an interactive booth at the Mela, where families could participate in the engaging "Prepare Your Baby Bag" challenge. During this timed activity, parents raced to pack a baby bag with essential products from the Himalaya BabyCare range, including baby soap, oil, wipes, lotion, and powder. This challenge not only highlighted the importance of knowing the right products for a baby’s care but also fostered conversations about equal parenting roles.
Families who completed the challenge received complimentary product samples, ensuring they could experience the gentle care of Himalaya BabyCare products. The baby bags packed during the challenge were later donated to orphanages, providing essential care items to underprivileged infants and reinforcing Himalaya BabyCare’s commitment to supporting every child’s well-being.
Mr. Chakravarthi N V, Director – BabyCare, Himalaya Wellness Company, shared, "The Maha Kumbh Mela brought millions together, making it the perfect platform to inspire positive change in parenting dynamics. Parenting is a shared journey, yet in many households, childcare responsibilities are often seen as the primary responsibility of mothers. Through this campaign, we encouraged fathers to share the load and embrace equal parenting, thereby creating a supportive environment for families across India."
The campaign was promoted widely on social media platforms such as Instagram, Facebook, and YouTube, with content available in Hindi. This ensured the message reached diverse communities across both urban and rural India, educating all parents about the significance of shared caregiving responsibilities.
