Mumbai: In an age where consumers obsessively research every bite they eat and every drop they put on their own faces, Maate’s latest campaign delivers a striking jolt of parental introspection — and it does so with surgical precision. Titled #EffectiveBabyCare×Maate, the campaign isn’t just marketing baby lotion; it’s dissecting modern parenting habits with refreshing honesty.
Anchored by its founders, Suresh and Priyanka Raina, the campaign is a fearless departure from the soft-focus, lullaby-toned aesthetics that dominate baby care advertising. Instead, Maate looks its audience in the eye and asks: “Do you even know what’s in your baby’s lotion?”
And suddenly, the glow dims.
Where most brands rely on feel-good phrases like “gentle,” “pure,” or “mild,” Maate peels back the label — both literally and metaphorically. The campaign refuses to coddle. Through a series of hard-hitting visuals and grounded, real-world scenarios, it exposes how even the most conscious parents can be unconsciously careless when it comes to their baby’s skincare.
This isn’t just shock value. It’s substance.
The films capture everyday moments: a parent meticulously researching their new moisturizer or curating their toddler’s screen-time spreadsheet, only to casually slather on a baby lotion filled with unpronounceable chemicals. These juxtapositions are stark, uncomfortable — and brilliantly effective.
Part of what makes the message land is who’s delivering it. Priyanka Raina, a mother and entrepreneur, speaks from the lived experience of being “that parent” — cautious about everything, except the one thing that touches her baby’s skin every single day. Her honesty adds authenticity. Meanwhile, Suresh Raina’s calm but firm reminder — “Safe isn’t the finish line” — reframes the conversation entirely.
Together, they position Maate not as a brand selling softness, but as a movement demanding better. Their approach is not alarmist; it’s informed. Not idealistic; but pragmatic.
While the campaign pushes against lazy marketing lingo, it doesn’t abandon emotion. Maate’s core promise — Ayurvedic formulations with modern efficacy — remains central. The brand emphasizes ingredient transparency, integrity, and effectiveness. In doing so, it acknowledges a simple truth often overlooked: baby skincare isn’t just about avoiding harm. It’s about delivering benefit.
