Johnson’s Baby launches ‘It’s Pure Love’ campaign celebrating modern parenting

Johnson’s Baby, the global baby care brand, has introduced a new campaign titled ‘It’s Pure Love’, featuring Anil Kapoor, Brand Ambassador for Johnson’s Baby, and Brand Ambassador for Johnson’s Baby Sonam Kapoor. The initiative reflects the evolving world of parenting, where informed, intentional choices define how parents care for their little ones. The brand has upgraded its product range with advanced skin-science formulations and sustainable packaging, designed to protect delicate skin and hair while supporting everyday bonding moments such as bathing and massaging.

Conceptualised by FCB Group India and produced by Flirting Vision, the campaign film celebrates the small, everyday moments of love shared between a mother and her baby. It highlights the protective nature of a mother’s touch and reinforces Johnson’s Baby’s enduring promise to ‘Protect what’s precious’. The campaign will run across television, digital, social media, influencer collaborations, and on-ground activations.

Manoj Gadgil, business unit head – essential health and skin health, and vice-president marketing at Kenvue, said the campaign captures the promise every mother makes to protect her baby from day one. He added that Johnson’s Baby continues to enhance these daily rituals of care through upgraded formulations and sustainable innovation.

Anil Kapoor described being part of the campaign as meaningful both professionally and personally, noting that the brand has been part of his family for generations. Brand Ambassador for Johnson’s Baby Sonam Kapoor shared that the campaign resonated deeply with her as a mother, capturing the magic and emotion behind daily moments of connection.

Kartikeya Tiwari from FCB Group India said the concept portrays parenthood coming full circle, while director Benny Mallik of Flirting Vision added that the brand’s essence of gentle love continues to guide the creative storytelling.