MUMBAI: Johnson’s baby, which offers baby skincare has launched its latest television campaign titled ‘Irresistible Cheeks’ under the broader campaign ‘Protection Pehle Din Se’. Featuring a Bollywood father daughter duo Anil and Sonam Kapoor, the film highlights Johnson’s promise to protect from day one with its moisturising cream designed with ingredients and tested by doctors.
Conceptualised by DDB and produced by Flirting Vision, the new film captures a fun acting face-off between Anil Kapoor, playing the role of a doting grandfather, and a baby. A film told from a baby’s perspective shows Anil pulling the baby’s soft cheeks. What follows is a banter between Anil and his reel grandson, as the baby resists and puts up an act every time his cheeks are pulled.
Sonam Kapoor steps in revealing the secret to the baby’s soft and smooth skin—Johnson’s baby cream. Enriched with chamomile extracts and naturally derived glycerin, Johnson’s baby said that it provides long lasting protection from dryness from day 1.
Manoj Gadgil, Business Unit Head-Essential Health and VP marketing, said, “Johnson’s® baby has partnered with parents to provide the best for babies. A newborn’s skin is 30% thinner compared to adults and loses moisture faster. As a brand which has a deep understanding of baby skin science, our latest campaign ‘Protection Pehle Din Se’* highlights the importance of moisturizing baby’s delicate skin from Day 1 and superiority of our products to protect baby’s skin against dryness to retain its softness.
Then, how can you not pull those irresistible cheeks.”
Benny Mallik, director Flirting Vision said, “Having directed many Johnson’s Baby campaigns, shooting with a baby in front of a camera is always full of surprises. One never knows when we get the right shot, but I have no issues in becoming a friend or a clown to bring the best expressions from the baby! And the magic happens, like always.”
The TVC is set to air on television channels nationwide in 9 languages, as well as on digital platforms and multimedia channels.
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