Johnson’s Baby has unveiled its latest campaign, ‘Poshan Ka Pehla Sparsh’, to introduce its new Milk & Rice skincare range, inspired by ingredients traditionally associated with a baby’s early nourishment.
Conceptualised by McCann India, the campaign film centres around the Annaprashan ceremony, a cherished tradition that marks a baby’s first solid meal. Through a family gathering filled with warmth and celebration, the film connects the idea of nutritional care with gentle skincare from a baby’s earliest days.
Commenting on the 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.”
He added, “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 Milk & Rice range includes soap, wash and shampoo, lotion, and face and body cream. According to the company, the products are formulated with milk proteins, rice extracts, vitamin E, glycerin and a multivitamin complex.
Sharing the creative thought behind the campaign, Chitra Bhanu and 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.”
They added, “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, 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 promoted across digital and social media platforms and will be supported by collaborations with more than 1,000 influencers.
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