Johnson’s baby has rolled out a campaign (TVC) featuring Bollywood actors, Anil Kapoor and Sonam Kapoor. 

The film, conceptualised by DDB Mudra, showcases a playful banter between the father-daughter duo, that aims to reinforce the brand’s pledge to protect a baby’s delicate skin with products formulated using only 'baby safe ingredients’.

The film captures a heartwarming but fun moment between the duo as they take on their real-life roles on reel, making references to the veteran actor’s popular roles as well as the brand's past adverts in an attempt to up the nostalgia factor.

When the concerned grandfather, expresses his worry about his grandchild’s delicate skin, noting how it can lose moisture after a bath, his daughter jokes by asking whether moisture would disappear like ‘Mr India’, in a reference to his iconic role in and as ‘Mr India’ (1987), where he enacted the role of a person who gains the ability to become invisible.

Sonam then goes on to dispel her father's fears by highlighting how the Johnson's baby soap is specially formulated with ingredients that protect the baby’s natural moisture from ‘day one’. She ends with another playful dig at her dad, with the line, 'hain na nanu buddhu?' (Isn't your grandfather naive?), which is a throwback to the brand's older ads which featured the dialog, 'hain na papa buddhu?' ( (Isn't your dad naive?).

What we think about it: The natural chemistry between the father-daughter duo holds up the ad, though it could have been explored better. What also works is the bringing back of the popular line from the brand's advertising archive, albeit in an updated form of 'hain na nanu buddhu', replacing the original 'papa' with 'nanu'. While it helps bring an instant nostalgic connect to the ad, it also holds out hope that while grandfathers may not have progressed when it comes to parenting, today's modern dads hopefully are better equipped to deal with the situation. 

Manoj Gadgil, business unit head-essential health and vice president marketing, Kenvue, said, “Over the years, Johnson’s® Baby has been a trusted partner to parents, working consistently to deliver the best for their babies. We are now delighted to share our latest advertising campaign, featuring Anil Kapoor and, Sonam Kapoor. It aligns with our brand proposition to help protect* from day 1 as we offer superior products created from only baby safe, gentle ingredients to help protect a baby’s skin from Day 1. We are confident that this new film will resonate with mums.”

Harshada Menon and Siddhesh Khatavkar, executive creative directors, DDB Mudra, said, “When there’s a baby in the house, everything becomes fun. Which is why, for us, this series of ads are not really ads. They are fun instances that happen between a caring grandpa, a loving mom and a cute baby and Johnson’s baby products playing an active part in it.”

The 'Protection ka Promise, Pehle Din Se' campaign went live on 26 July.