We Are Expecting campaign anchors AllThingsBaby’s Mumbai launch

AllThingsBaby (ATB) launched its Mumbai flagship store with an experiential campaign titled We Are Expecting, framing the store opening as a parallel to the transition from pregnancy to birth. Positioned as India’s curated premium platform for mother and baby products, the brand used the campaign to reinforce its focus on simplifying modern parenting through design-led retail and community engagement. The flagship was presented as the brand’s ‘new arrival’, with the experience tailored for parents, expecting couples and children.

The campaign unfolded through touchpoints inspired by pregnancy milestones. Guests received an invitation hamper styled as a doctor’s report, which included a positive pregnancy test, a sonogram illustrating a shelf of the store and three artisanal chocolate bars created with Darkins to represent common pregnancy cravings. At the launch, visitors gathered at the neighbouring Starbucks, temporarily redesigned as a ‘hospital waiting room’. They were then welcomed by performers dressed as doctors and nurses before a curtain and confetti reveal introduced the new flagship. Attendees subsequently entered the store for the first time in the symbolic ‘meet the baby’ moment.

For founders Akshay Jalan and Tejal Bajla, the campaign represents the brand’s evolution, illustrating how each new store and customer interaction reflects something meaningful being brought to life. The event attracted ATB’s Mumbai community, including loyal customers and industry personalities such as Soha Ali Khan, Masoom Minawala, Deepshika Deshmukh, Simone Khambatta, Riyaz Amlani and Arjun Vaidya. Pre-launch visibility was driven by content featuring Masoom Minawala and Athiya Shetty, while Simone Khambatta led post-launch walkthroughs.

Bajla noted that the aim was to create a launch that aligned with the emotional expectations of contemporary parents and showcased the brand’s intent and innovation. The campaign extended across social and retention channels, generating 7.8 million impressions from a niche but engaged audience.