In a heartfelt and innovative tribute for Mother’s Day, Marico Limited’s Parachute Advansed Baby has launched the #GiftOfSleep campaign — a moving initiative that shifts the spotlight from babies to new mums, offering them a rare moment of rest through a lullaby created entirely from baby sounds.
Conceptualised and executed by digital agency Tonic Worldwide, the campaign highlights a tender yet often overlooked reality — while the world dotes on the newborn, mothers quietly endure sleepless nights. Inspired by the insight that the coos and babbles of a baby have a calming, meditative effect on mothers, the brand crafted a unique lullaby designed to soothe new mums.
This symbolic return gift from babies to their mothers aims to deliver emotional comfort and a sense of reward to those in the early stages of motherhood. The lullaby, composed using a carefully curated set of baby sounds, became the emotional centrepiece of the campaign.
Commenting on the initiative, Ashish Goupal, CEO – India Core Business, Marico Limited, said, “We have a deep understanding of the evolving needs of modern parenting, which is reflected in our focus on creating meaningful brand moments. These moments not only strengthen emotional connections but also foster long-term brand trust and relevance in the baby care category. We believe that caring for babies begins with caring for mothers. Through this initiative, we set out to honour the quiet strength of new moms by giving them a rare gift – a moment of rest, wrapped in the most powerful lullaby of all: the sound of a baby. By turning an everyday moment – a baby’s coo – into an emotional anchor, we celebrate the bond between mother and child in its most tender form. It’s a heartfelt expression of our ongoing commitment to support parents at every step of their journey.”
Anjali Malthankar, Global Strategy Director, Tonic Worldwide, further added, “We know that a baby's cries can make the mother lose her sleep, but the baby's gurgles and coos can make the mother smile, feel happy and relaxed. We used this insight to make a lullaby using baby sounds to pay a tribute to the sleep deprived new moms. The baby sounds were curated by the music experts to ensure the lullaby’s magic works on mothers. It’s a cute lullaby that can make all moms feel special and rewarded in ways nobody else can make her feel.”
With this initiative, Parachute Advansed Baby continues to redefine how brands connect emotionally with their audience, celebrating motherhood in its rawest and most powerful form.
