Johnson’s Baby has launched “Poshan Ka Pehla Sparsh,” a new campaign for its Milk & Rice Range that reimagines the traditional Indian Annaprashan ceremony, the ritual marking a baby’s first taste of solid food, through the lens of skincare. The campaign builds on the idea of a “Food for Skin Ritual,” extending the concept of nourishment from a baby’s first foods to the care given to their delicate skin.
Conceptualised by McCann India, the campaign film is set during a baby’s Annaprashan and captures a warm, chaotic family moment as grandparents, uncles, aunts, and other relatives jostle for the privilege of feeding the baby first. Amid the playful commotion, the mother shares a quieter moment with her child, reflecting on how milk and rice have nourished her baby since day one, both as food and through skincare, before the film introduces the new Milk & Rice Range.
Peeyush Unikkat, Group Product Manager at Johnson’s Baby, said the campaign celebrates a cultural tradition Indian families have trusted for generations, extending the idea of nourishment beyond what goes inside a baby to how their skin is cared for from the outside.
The new range is formulated with milk proteins, rice extracts, Vitamin E, glycerin, and a multivitamin complex, offering a complete regimen across soap, wash and shampoo, lotion, and face and body cream. All products are clinically proven mild, pH-balanced, and hypoallergenic, with the lotion and cream delivering up to 24-hour moisturisation.
The campaign will roll out across digital and social platforms, amplified through more than 1,000 influencers nationwide.
