Ed-a-Mamma expands into baby care with ‘Your Baby Safe’ campaign

Ed-a-Mamma, the purpose-driven children’s lifestyle brand founded by Alia Bhatt, has expanded its portfolio with the launch of a personal care range for babies and children. Titled ‘Your Baby Safe’, the new line is supported by a brand campaign that reflects the company’s focus on safety, gentleness and informed parenting choices.

The launch was unveiled at an event held at Jio World Drive in Mumbai, where the brand introduced a digital video commercial built around a universal parental insight: the instinct to keep one’s child safe at all times. The film captures quiet, everyday moments such as checking a bottle’s temperature or settling a child into a bedtime routine. These scenes are used to underline the idea that safety is shaped through thoughtful, consistent decisions rather than dramatic gestures.

The campaign brings to life Ed-a-Mamma’s broader brand promise of ‘Made with our whole hearts, for your whole world’, positioning personal care as an extension of emotional responsibility. The tone of the film is restrained and observational, focusing on small actions that reflect care and attentiveness in daily parenting.

 

 

 

 

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As part of the launch, Ed-a-Mamma showcased a life-sized product installation and pop-up, followed by the premiere of the campaign film. The event also included a panel discussion moderated by Alia Bhatt, with participation from paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parent influencers Durjoy Datta and Avantika Mohan. The conversation addressed themes including baby safety, trust in formulations, label literacy and conscious parenting, which align with the principles guiding the new category.

The ‘Your Baby Safe’ range includes a selection of everyday baby-care essentials such as head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes and laundry care products. According to the brand, all products are dermatologically tested, hypoallergenic and paediatrician-recommended. The formulations use natural, plant-derived actives and are vegan, cruelty-free and free from parabens, sulphates, talc, mineral oils and harsh chemicals.

Speaking about the launch and the campaign film, Bhatt said, “The idea really comes from a very simple truth - when you’re a parent, everything becomes emotional, and you do tend to overthink. Every small decision, every little doubt is about keeping your child safe.” She added that the film reflects the internal dialogue parents experience daily, with creative elements designed to echo care and intention behind these choices.

Ed-a-Mamma has also reiterated its planet-first philosophy alongside the category expansion. The brand follows a plastic-positive approach, where for every bottle, pump or box purchased, 0.5 kg of plastic is kept out of nature and landfills through supported waste recovery initiatives in India. These programmes also aim to enable safer and more dignified livelihoods for waste workers.

Bhatt further noted, “The baby care range is a natural extension of what we’ve always believed in as a brand. We have worked closely with experts to create products that are safe, gentle, transparent and designed for daily use, because care shouldn’t feel complicated.”

With this launch, Ed-a-Mamma extends its focus from children’s lifestyle products into personal care, positioning the new range as a trusted option for parents seeking clarity, safety and simplicity from the earliest stages of caregiving.