Johnson’s Baby has launched its new campaign, ‘Poshan Ka Pehla Sparsh’, for the Johnson’s Baby Milk & Rice Range, inspired by the traditional Indian Annaprashan ceremony that marks a baby's first intake of solid food.
Conceptualised by McCann India, the campaign introduces the idea of a ‘Food for Skin Ritual’, linking the nourishment babies receive through their first foods with the care required for their delicate skin. The film is set during a baby's first food ceremony and captures a family gathering where relatives compete to feed the child first, then shifts focus to a mother's reflection on the role of milk and rice in her baby's care.
Commenting on the new campaign, Peeyush Unikkat, Group Product Manager – Johnson’s Baby, said, "For generations, milk and rice have been trusted by Indian families as among the first foods introduced to nourish a baby. With ‘Poshan Ka Pehla Sparsh’ campaign, Johnson’s Baby celebrates this cultural tradition by extending the idea of nourishment beyond what goes inside to how we care on the outside. Inspired by these purposeful ingredients, the Johnson’s Baby Milk & Rice Range is designed to nourish and help protect a baby’s delicate skin barrier from Day 1. It reflects our continued commitment to creating products that parents can trust from the very first touch.”
The campaign also marks the launch of the Johnson’s Baby Milk & Rice Range, which includes a soap, wash and shampoo, lotion, and face and body cream. Formulated with milk proteins, rice extracts, Vitamin E, glycerin and a multivitamin complex, the products are designed to nourish and protect a newborn's skin barrier while providing long-lasting moisturisation.
Speaking about the creative insight, Chitra Bhanu & Siddhesh Khatavkar, Executive Creative Directors, McCann India, said, "The unique ingredient story, milk and rice are among a baby’s first nourishing foods which naturally inspired a creative that is rooted in care, growth, and the baby’s first food ceremony. Blending the warmth of Johnson’s world with playful mischief, we brought ‘Poshan Ka Pehla Sparsh’ campaign to life in a way that feels both rooted and relatable.”
Benaifer Mallik, Director of the Film from Flirting Vision, said, "This campaign was all about capturing the beautiful, chaotic madness of an Indian family rallying around a baby's Annaprashan. Getting those raw, candid moments of baby on camera reminded me, why Johnson’s Baby films are always special.”
The campaign will be rolled out across digital platforms, social media, and amplified through 1000+ influencers across the country.
According to the company, the range is clinically proven to be mild, pH-balanced, and hypoallergenic, with the lotion and face and body cream offering up to 24-hour moisturisation.
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