MUMBAI: In a cluttered category where most diaper brands speak through parents, ADbhoot is looking to flip the lens entirely. Its latest campaign for Little Angel Baby Diaper, ‘India’s Finest Baby Diaper’, gives the power of opinion to the real experts, the babies themselves.
Set inside a boardroom of India’s Finest Baby Diaper Forum, the TVC features six-month to one-and-a-half-year-old ‘delegates’ debating which diaper truly deserves the title. Each baby presents a serious argument from wetness indicators to leak protection; before their “Boss Baby” delivers the punchline, “Samjhe? India ke babies ki pasand, Little Angel Baby Diaper Pants.”
ADbhoot took a hybrid approach, where strategy, storytelling, and high-end production come together seamlessly. The agency strategised the campaign end-to-end, from crafting a miniature set perfectly scaled to a baby’s world, to weaving in AI in a way that felt natural and seamless. It wasn’t used as a gimmick, but as a quiet tool to deepen the sense of realism and emotion. The result is a film that feels fresh, intelligent, and globally benchmarked, yet deeply rooted in Indian cultural wit.
Vaibhav Pandit, founder, creative director, ADbhoot, said, “The best ideas are the ones that feel effortless, where technology doesn’t replace emotion but refines it. With Little Angel, the thought was simple yet bold: let babies decide what’s best for them. From that point on, everything, the set design, tone, and use of AI was aimed at making that imagination feel real. It’s the kind of collaboration where creative thinking and modern production move in harmony.”
Chirag Pan, MD, Pan Health, shared, “At Little Angel, we’ve always believed that true innovation begins with empathy; understanding what babies need and what parents value. This campaign captures that spirit beautifully. It brings together intelligence, humour, and warmth in a way that mirrors what the brand stands for: smart comfort for every baby.”
With ‘India’s Finest Baby Diaper’, Little Angel and ADbhoot aim to bring a perspective to baby-care advertising, a blend of insight, charm, and quiet innovation that reminds us creativity can be both playful and profound.
Watch the campaign link here:
