Little celebrates Children’s Day with 1001 tunes for the little ones!

It's an interesting move for a brand known for diapers and wipes. Instead of another product launch or celebrity endorsement, Little's went after a problem most parents know too well: finding decent music for their kids that actually works. The songs aren't random either. They're designed with babies in mind, so think softer sounds, simple melodies that stick, and importantly, stuff that feels relevant to Indian families rather than just translated Western nursery rhymes.

Abhishek Kumar Srivastava, CMO at Piramal Consumer Healthcare, framed it as part of a bigger shift. "At PCH, consumer centricity lies at the heart of everything we do. With Little's, this campaign reflects our relentless pursuit of innovation, bringing thoughtfully curated music for kids that inspires joy and connection. This album marks the first of many ways we're exploring AI to create more engaging and meaningful brand experiences, further enhancing how our consumers interact with Little's."

That last bit about AI is worth noting. This isn't just a one-off campaign. Little's seems to be testing how far they can push AI-generated content as an actual service for parents, not just marketing fluff.

Harsh Shah from Punt Creative was pretty direct about what they were solving for. "Being a parent brings a set of challenges that one has never faced before. We wanted to solve at least one of the issues that parents deal with on a daily basis—keeping the baby entertained and also to help them grow. Through this campaign, we also want the parents to know that Little's as a brand, is part of their parenting journey throughout."

He continued, "As an agency for the brand, we want to ensure we bring campaigns that directly impact the consumer. This Children's Day we are doing exactly that with songs in seven different languages. With Suno, it is also helping us build a content platform for the parents that we can keep adding onto in the coming years."

That's the interesting angle here. While most brands do Children's Day campaigns and move on, Little's is building an umbrella and a platform they can keep adding to. Smart, if they actually follow through. Also having tunes in seven Indian languages means families in different parts of the country can actually use this stuff. It's not just Hindi and English, which is usually where most brands stop.

Gourab Ghose, who heads international markets at Suno, clearly sees the bigger picture. "We're proud to join hands with Little's to make every parent's journey a little easier and every child's day a little brighter. Through this collaboration, Suno hopes to create countless moments of joy, bonding, and growth—one song and story at a time. By enabling creation of songs in multiple Indian languages, we want families across the country to feel connected, celebrated, and seen—no matter where they come from or what language they sing in."

Little's has been around since the 1980s, building its reputation the old-fashioned way—products that work, trust that compounds over decades. The brand covers everything from diapers and wipes to feeding accessories, toys, and personal care for babies up to two years old. But this campaign shows something shifting. Baby care brands competing on product quality are table stakes now. The battle's moving to who can actually make parents' lives easier in ways that go beyond the physical product. Content, community, services—that's where things are heading.

For Punt Creative, led by co-founders Madhu Sudan and Priyanka Agrawal, this fits their approach of building what they call "future-ready platforms" rather than just one-off campaigns. The agency's been pushing brands to think beyond traditional advertising, and this Little's project shows what that can look like in practice. You can enjoy the songs here.