‘Parenting Ki Nayi Parampara’ highlights shared responsibility in modern Indian families

Cetaphil Baby has launched its new campaign, ‘Parenting Ki Nayi Parampara,’ celebrating the evolving dynamics of co-parenting in India. Featuring Rohit Sharma and Ritika Sajdeh, the film portrays how today’s parents share the joys and responsibilities of raising a child together.

Video Link: https://www.youtube.com/watch?v=7qgn_h_GySM

Produced by Entourage Films and directed by Joyeeta Patpatia, with cinematography by Yash Khanna, the film captures tender, everyday moments that define modern parenthood. With a light and relatable tone, it showcases Rohit and Ritika’s natural chemistry as they navigate playful, caring interactions with their baby.

Director Joyeeta Patpatia shared, “Directing Rohit Sharma in such a fun and uninhibited setting was a joy. Babies can be unpredictable on set, but we were lucky to have a cheerful 9-month-old who loved the camera. Watching Rohit and Ritika’s ease with the baby perfectly embodied our vision for ‘Parenting Ki Nayi Parampara.’”

Garima Arora, Executive Producer, Entourage Films, added, “Cetaphil Baby was a truly special project – our first time working with such young babies, all between 9 to 12 months old. Their laughter and curiosity brought so much life to the shoot. Collaborating with Joyeeta and the team, including Dentsu’s Abhijat Bharadwaj and composer Abhishek Arora, made the entire experience delightful. Rohit and Ritika were incredibly natural and warm on set.”

The campaign underscores Cetaphil Baby’s commitment to authentic, emotion-driven storytelling, reflecting the brand’s belief that parenting is a shared journey built on love, care, and teamwork.

Entourage Films – a women-led production house – continues to craft heartfelt campaigns for major brands like Hero Vida, Amazon, Netflix, Britannia, Pizza Hut, Taj, Godrej, and TVS, reinforcing its reputation for emotionally resonant, insight-led storytelling.