Johnson’s Baby shoots new campaign with 44 real families

The 'Choose Gentle' TVC represents millennial parents in India a glimpse of their lives showcasing the trend of co-parenting and sharing equal responsibilities

e4m by exchange4media Staff
Updated: Sep 24, 2018 4:44 PM

JOHNSON’S Baby has launched a new campaign – “Choose Gentle”, aimed at millennial parents. The campaign highlights the changes that JOHNSON’s has made to include fewer ingredients to give even more gentle care. The TVC represents millennial parents in India a glimpse of their lives showcasing the trend of co-parenting and sharing equal responsibilities. The TVC also highlights the changing product attributes like no parabens, no sulphates and no dyes to give the gentlest care to babies whilst maintaining the core of ‘clinically proven, pure ingredients’. The products also have a new packaging.
The campaign has been shot with 44 real families – Mums, dads, babies, siblings and grandparents.
Speaking about the new campaign, Dimple Sidhar, Vice - President, Marketing at Johnson & Johnson, Consumer India, said, “Johnson’s Baby has been with mums in every step of their journey of parenting. This campaign highlights that we continue to do so, moving forward with changing times. As parenting has evolved in India, so have the needs of the new age parents in taking care of their bundle of joy. The TVC lauds Millennial mothers who are adeptly balancing multiple roles as also recognizes the increasing role fathers are playing in baby care today.”
The ad film is directed by Benaifer Mallik and co-director Rajiv Rajamani who have had a long- standing relationship with the brand and have created nearly 100 TV commercials for Johnson’s Baby, across borders.
Benaifer Mallik shared her thoughts on directing the video, saying, “After having completed nearly 100 TVCs for Johnson’s Baby in different countries it seemed like we’d been there and done everything! Then the Choose Gentle project threw up a challenge for us. Johnson’s Baby India was reinventing itself and we needed to capture the essence of that change. What inspired us to craft the narratives was meeting up with millennial parents from diverse backgrounds who seemed to profess so much confidence in the brand. And in a week when the monsoon’s fury was at its peak, over 50 families with their babies turned up for the shoot over 7 days and participated in a candid recording of the parent – baby experience of a whole new generation.”

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