Johnson’s® Baby, a leading name in baby skincare, launched its latest television campaign, “Irresistible Cheeks,” under the broader umbrella of “Protection Pehle Din Se” (Protection from Day One). Featuring Bollywood celebrities Anil Kapoor and his daughter Sonam Kapoor, the campaign emphasizes the importance of protecting a baby’s delicate skin from the very beginning. The heartwarming film, conceptualized by DDB Mudra and produced by Flirting Vision, captures a playful interaction between a doting grandfather (Anil Kapoor) and his adorable grandchild. The story unfolds from the baby’s perspective, showcasing their playful resistance to having their “irresistible cheeks” pulled by grandpa. Sonam Kapoor steps in to reveal the secret behind the baby’s soft and smooth skin – Johnson’s baby cream.
“A newborn’s skin is 30% thinner compared to adults and loses moisture faster,” said Manoj Gadgil, Business Unit Head-Essential Health & Vice President Marketing at Johnson’s® Baby. “Our new campaign highlights the crucial role of moisturizing a baby’s delicate skin from day one to maintain its softness and prevent dryness.” The campaign aims to resonate with parents across India, emphasizing the importance of gentle and effective skincare for babies. The TVC will be aired nationwide in nine languages on television channels as well as on digital platforms.
While the national campaign focuses on the emotional connection between parent and child, Aizawl also respond well to messaging that highlights the scientific benefits of Johnson’s baby cream. Its growing middle class, is increasingly health-conscious, and parents may appreciate the emphasis on Johnson’s commitment to baby skin science and clinically proven mildness.
