Johnson’s®️ Baby has introduced its new Milk & Rice Range, combining a familiar Indian family tradition with modern baby skincare as it looks to strengthen its presence in the country’s growing infant care market. Accompanied by the ‘PoshanKaPehlaSparsh’ campaign, the launch draws inspiration from the Annaprashan, or MukheBhaat, ceremony, celebrating a baby’s first solid food while reimagining it as a ‘Food for Skin Ritual’ that begins from Day 1.
The campaign film captures the warmth of a typical family gathering, where grandparents, uncles, aunts and other relatives eagerly compete for the honour of feeding the baby first. Amid the celebrations, the mother reflects on how milk and rice have been part of her baby’s nourishment journey from the very beginning, leading to the introduction of the Johnson’s®️ Baby Milk & Rice Range. The new range includes Soap, Wash & Shampoo, Lotion and Face & Body Cream enriched with milk proteins, rice bran protein, Vitamin E, glycerin and a multivitamin complex. According to the company, the products are clinically proven mild, pH balanced and hypoallergenic, while the Lotion and Face & Body Cream provide up to 24-hour moisturisation through lightweight, fast-absorbing formulations that help protect a newborn’s delicate skin barrier.
Peeyush Unikkat, Group Product Manager – Johnson’s®️ Baby, said the initiative extends the trusted nourishment associated with milk and rice beyond a baby’s first meal to everyday skincare. The campaign will be rolled out across digital platforms and social media, supported by influencer collaborations to engage parents and reinforce the brand’s message of gentle care and nourishment.
