MUMBAI: Did you know babies blink less frequently as compared to adults? This means their eyes are more vulnerable to external irritants and harsh cleansers, therefore they require extra care and protection especially during bath time.
Johnson’s Baby, a brand that focusses on baby skincare innovations launches its latest digital campaign featuring a Bollywood father-daughter duo, Anil and Sonam Kapoor and the protagonist-the baby.
Conceptualised by DDB Mudra, the new film creatively illustrates the science behind babies’ blink reflexes. A baby’s blink reflex is not fully developed, they therefore blink less frequently than an adult. Creatively bringing this science to life, the film shows Anil Kapoor engaging in a playful staring contest with a baby, only to lose to the baby. The playful moment highlights the difference between adult and baby’s eyes, emphasising the importance of using gentle, mild products during bath-time routines.
Designed to help protect a baby’s eyes from Day one, Johnson’s Baby says that it was the first to launch a baby shampoo, a gentle cleanser as mild as pure water, with its No More Tears formula that helps protect a baby’s delicate eyes from irritation making bath time routines a fun and playful experience.
Commenting new campaign, Manoj Gadgil, Business Unit Head-Essential Health & Skin Health & VP Marketing, Kenvue said, “For the last 130 years, we have pioneered the baby skincare category, creating innovative products which best suited for their delicate skin, fitting our standards of gentle. As a brand which truly understand babies and their smallest needs, the latest campaign brings alive this science, delivered in a fun and heart-warming film.”
“A staring contest is always fun. Especially if it’s between Anil Kapoor and a baby. We used this incredibly simple device in our film to talk about a baby fact and how our shampoo is equipped for it.” shared Harshada Menon and Siddhesh Khatavkar, Executive Creative Directors, DDB Mudra.
Benny Mallik, Director at Flirting Vision said, “This film was the most fun to shoot. Standing beside the lens with the camera rolling patiently – and cajoling those expressions out of Anil Kapoor and the baby! When humour and the product benefit dovetail so elegantly in the narrative it definitely gives me a high!”
On playing the role of a doting grandfather in the film, Anil Kapoor said, “It’s incredible understand the science behind a baby’s skin, how delicate it is and the kind of gentle care it requires. As a pioneer in this category, Johnson’s® Baby has been the first choice for most parents for many generations. The new campaign breaks down the science of baby skin in most fun way. I loved shooting for this campaign because it brought out the child in me!”
Sonam Kapoor said, “As a mother, I am very conscious about the products I use on my baby, and I want to make the best choices. Johnson’s Baby is a brand we all have grown up using. Their products bring science that are designed to protect a baby’s skin, enabling mothers to make the right choices.”
As part of the campaign, Johnson’s Baby will be launching an integrated campaign collaborating with influencers for a user generated campaign as well as retail partners for on-ground activations.
