Johnson’s Baby Launches ‘Poshan Ka Pehla Sparsh’ Campaign for New Milk & Rice Range

Johnson’s Baby has announced its new campaign, ‘Poshan Ka Pehla Sparsh’ to unveil its new Milk & Rice skincare range for babies. The campaign, developed by McCann India, is rooted in Indian traditions and emphasises the importance of nourishment in early childhood care.

The campaign film focuses on the Annaprashan ceremony, a major event in many Indian homes when a baby is introduced to solid food for the first time. Set during a family celebration, the film uses the occasion to introduce Johnson’s Baby Milk & Rice range and link the idea of nourishment through food with nourishment through skincare.

Peeyush Unikkat, Group Product Manager- Johnson’s Baby said about the campaign, “For generations, milk and rice have been trusted by Indian families as amongst the first foods introduced to nourish a baby. With ‘Poshan Ka Pehla Sparsh’, Johnson’s Baby celebrates this cultural tradition by taking the idea of nourishment beyond what goes inside to how we care outside.”

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Check out the campaign here: 

Skincare Nourishment:

The new Milk & Rice range has been developed to nourish and help protect a baby’s delicate skin barrier from Day 1, reflecting the brand’s commitment to trusted baby care solutions, he added.

The range includes a soap, wash and shampoo, lotion and face and body cream. The products are formulated with milk proteins, rice extracts, vitamin E, glycerin and a multivitamin complex, the company said.

The creative insight behind the campaign was that the ingredient story lent itself naturally to a narrative that was about care, growth and a baby’s first food ceremony,” said Chitra Bhanu and Siddhesh Khatavkar, Executive Creative Directors at McCann India.

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“The unique ingredient story, milk and rice are among a baby’s first nourishing foods, naturally inspired a creative that is rooted in care, growth and the baby’s first food ceremony. Blending the warmth of Johnson’s world with playful mischief, we brought ‘Poshan Ka Pehla Sparsh’ to life in a way that feels both rooted and relatable,” they said.

Benaifer Mallik, Director at Flirting Vision, said the film sought to capture the warmth and spontaneity of Indian family celebrations. “This campaign was all about capturing the beautiful, chaotic madness of an Indian family rallying around a baby's Annaprashan. Getting those raw, candid moments of baby on camera reminded me why Johnson’s Baby films are always special,” she said.

The campaign will be amplified across digital and social media platforms and supported by collaborations with more than 1,000 influencers, according to the company.