This Mother’s Day, Parachute Advansed Baby by Marico Limited celebrated a quiet yet profound truth of early motherhood – sleepless nights. With its emotionally resonant #GiftOfSleep campaign, the brand paid tribute to new mothers with a unique lullaby composed entirely of calming baby sounds like coos and babbles.
While much of the world’s attention focuses on newborns, this campaign flipped the script, spotlighting the emotional and physical sacrifices mothers make – especially the loss of rest. Created by Tonic Worldwide, the initiative leaned into a powerful insight: that a baby’s gentle sounds can be unexpectedly soothing for mothers, offering emotional comfort and moments of calm.
The lullaby served as a symbolic “return gift” from babies to their sleep-deprived moms – a simple, tender audio experience designed to help mothers unwind. The campaign not only celebrated the deep bond between mother and child but also reinforced the brand’s commitment to supporting maternal well-being.
Ashish Goupal, CEO – India Core Business, Marico Limited, said, “We understand the evolving needs of modern parenting. This campaign honours the quiet resilience of mothers by offering them a rare moment of rest, wrapped in the most powerful lullaby of all – the sound of their baby.”
Anjali Malthankar, Global Strategy Director at Tonic Worldwide, added, “We wanted to use the very sounds that keep moms up at night to now bring them peace. This lullaby is a tribute to the strength, joy, and emotional journey of motherhood.”
The #GiftOfSleep is more than a campaign – it’s a heartfelt gesture toward every mother’s silent strength.
