Mumbai: Piramal Consumer Healthcare (PCH), a division of Piramal Pharma Limited, has launched a new digital campaign for its baby care brand Little’s, titled ‘Life is Hard. Switch to Softer’, placing the baby at the centre of the story.
In a category where most communication is directed at parents through tips, guides, and checklists, Little’s flips the narrative to focus on the baby’s experience — often unheard but deeply felt. The campaign highlights everyday discomforts babies endure silently, whether it’s irritation from a rough diaper, dryness from bathing products, or sensitivity caused by harsh ingredients. What may appear routine to adults can significantly affect how safe, soothed, and secure a baby feels.
The campaign unfolds through three digital films focused on Little’s Fluffy Soft Diapers, Little’s Organix Moisturizing Baby Bathing Bar, and Little’s Organix Baby Lotion. Told through a baby’s internal monologue, the films depict everyday situations from the baby’s perspective, showcasing how even simple moments can feel overwhelming when comfort is compromised. The storytelling is warm and relatable, encouraging parents to pause and reflect on how small choices affect their baby’s well-being.
This perspective is anchored in Little’s 3S philosophy of Soft, Safe, and Sensitive, guiding the development of its portfolio across diapers, personal care, feeding products, wipes, and toys. Each product is designed to minimise irritation, avoid harsh exposure, and support a baby’s delicate skin and developing senses.
From a business standpoint, ‘Life is Hard. Switch to Softer’ supports awareness and trial across Little’s growing range while reinforcing its positioning as a comprehensive baby care brand for modern, digitally engaged parents who care about what their babies experience, not just what they use.
Commenting on the campaign, Abhishek Kumar, VP, Piramal Consumer Healthcare, said, “Baby care has traditionally been communicated through the parent’s lens. With this campaign, we wanted to shift the focus to the baby — the one actually experiencing the world for the first time. ‘Life is Hard. Switch to Softer.’ captures that truth with humour and empathy. At Little’s, our products are built to be soft, safe and sensitive, because even small choices have a big impact on a baby’s comfort and well-being. This campaign reflects our intent to create care that feels gentler, more thoughtful and more relevant for today’s parents.”
Using AI-crafted storytelling, the three-part digital campaign refreshes category communication by giving the baby a voice, reminding parents that when life feels hard for little ones, softer choices can make all the difference.
Founded in the 1980s, Little’s has built a strong legacy as a trusted name in Indian baby care. Over the past three decades, it has become one of India’s most beloved brands for babies aged 0–2, offering products across diapers, wipes, feeding, toys and personal care. Known for high quality and reliability, Little’s continues to support parents in nurturing their babies’ growth and well-being.
