Philips has launched a new campaign for its Avent range in India, advocating sterilisation over traditional boiling for infant feeding hygiene, and has onboarded actor and new mother Yami Gautam Dhar as brand ambassador.
The campaign is anchored in a broader shift the brand is attempting to drive—from habit-led practices to science-backed infant care. For generations, Indian parents have relied on boiling baby bottles and accessories as a trusted method of cleaning. However, Philips positions this as an approach rooted in tradition rather than efficacy, raising the question of whether infant hygiene today should be guided more by science.
Citing a recent survey and real-world evidence, the brand claims that the Philips Avent Sterilizer delivers up to 2X better germ protection compared to boiling. The study also points to fewer reported illness episodes among infants in households using sterilisers, reinforcing the case for a more consistent and reliable hygiene practice.
The campaign also draws on a cultural insight—the widespread belief in protecting children from the evil eye (nazar). Across India, parents use practices such as salt, chillies or a black tika, and increasingly, evil-eye symbols on social media. The campaign film juxtaposes these rituals with modern hygiene needs, suggesting that while traditions offer emotional reassurance, they may not be sufficient to guard against germs and infections. The steriliser is positioned as a complementary, science-backed layer of protection.
“Many parents still rely on boiling without realising how sterilisation differs in effectiveness,” said Smit Shukla, Country Head – Philips Personal Health. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care.”
Welcoming Dhar to the brand, Shukla added, “As a new mother herself, Yami brings authenticity and relatability to this campaign, balancing trusted traditions with informed choices.”
Commenting on the association, Dhar said, “Motherhood makes you conscious of every decision that impacts your baby’s well-being. Learning about proper sterilisation was an important part of my journey. The Philips Avent Sterilizer offers up to 2X better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across e-commerce and quick commerce platforms such as Amazon and FirstCry, as well as leading baby care retailers and select electronics stores across India.
