Mumbai: Johnson’s® baby, a brand that has partnered with parents across generations, has strengthened its long-standing commitment to newborn health through continued support for the Neonatal Resuscitation Program (NRP) led by a leading paediatrician association. Over the past 16 years, the makers of Johnson’s® baby have helped enable the training of more than 2 lakh healthcare professionals—including nurses, midwives, and paediatricians—equipping them with lifesaving neonatal resuscitation skills from the very first minute of a baby’s life.
While the first moments after birth are memorable for most mothers, many families in India tragically miss this joy due to preventable conditions like birth asphyxia. Each year, 1.25 lakh newborns die within the first 24 hours of life owing to complications such as the inability to breathe at birth. Birth asphyxia is both treatable and preventable, but limited access to trained healthcare professionals remains a major challenge. Evidence shows that correct interventions administered within the first minute of birth can increase a newborn’s chances of survival by up to 50 percent.
The Neonatal Resuscitation Program, supported by Johnson’s® baby for over a decade and a half, provides standardized, evidence-based training designed to reduce neonatal mortality. Healthcare workers trained through this initiative receive critical skills and intervention techniques that enable them to respond swiftly and effectively in neonatal emergencies.
Speaking about the brand’s long-standing commitment, Manoj Gadgil, Business Unit Head – Essential Health & Skin Health and VP Marketing, Kenvue, India, said, “The survival of a newborn depends on correct interventions provided at the first minute of a baby’s birth. Unfortunately, these critical interventions are often compromised due to insufficient knowledge, training, and resources available to healthcare professionals. At Johnson’s® baby, we promise to protect babies not only from their first day but from the first moment. From providing high-quality products to partnering with social impact organizations, we are passionate about helping improve the lives of babies. For 16 years, we have supported1 a leading paediatrician association to train 2 lakh paediatricians, nurses and midwives in lifesaving neonatal resuscitation. We take pride in our journey, which reinforces our promise to help protect babies from their very first breath.”
As part of its renewed efforts, Johnson’s® baby has launched ‘Project Golden Minute – Neonatal Resuscitation,’ supported by a heart-warming digital film conceptualised by DDB Mudra. Set in a small-town hospital, the film captures the tense moment when an asphyxiated newborn fails to cry at birth. A trained healthcare worker steps in, performing neonatal resuscitation as per protocol, ultimately saving the child. Surrounding mothers unite to sing a traditional song celebrating new life, transforming a moment of fear into one of hope.
Reflecting on the creative vision behind the film, Siddhesh Khatavkar and Harshada Menon, Executive Creative Directors, DDB Mudra, said, “For every mother, the greatest joy is hearing her baby’s first cry. Through this project, that precious first minute is being safeguarded by thousands of trained doctors, midwives, and healthcare workers. The film is a tribute both to the courage of mothers and the dedication of those who fight for every newborn’s first breath. To bring this to life, we reimagined Sohar – the traditional Indian cradle song sung to bless and protect a baby. Because saving a newborn isn’t just a medical intervention, it is an act of love.”
Adding her voice to the initiative, eminent Indian folk singer Malini Awasthi said, “As a folk singer, I have always believed that music has the power to connect hearts and inspire action. When Johnson’s Baby approached me to lend my voice to raise awareness about this critical initiative that saves newborn lives, I was deeply moved. What makes this initiative more special is the ode to ‘Sohar’ a traditional folk song sung by women to celebrate the birth of a child. The first cry of a baby is a song of hope, and through this initiative we celebrate the birth of life. It is my humble effort to ensure that no parent has to endure the heartbreak of losing a child due to a lack of timely intervention.”
All streaming revenues generated from the song featured in the film will be donated toward scaling the neonatal resuscitation initiative further.
