Sep 16: BabyOrgano, one of India’s Ayurvedic wellness brands for kids, launched its first brand film, an emotion-led campaign rooted in the idea of contemporary Indian parenting. Moving beyond educational and product-focused communication, the film marks the opening of a conversation around modern parenting and shared responsibilities.
The film captures an emotionally pivotal milestone in a young family, where a mother is returning to work for the first time after her maternity break, and a father is stepping up to navigate day-to-day childcare. Grounded in real-world insight, the campaign addresses how the mental load and emotional weight of parenting often gravitate disproportionately toward mothers, even in households that advocate equal partnership.
Rather than relying on idealised depictions of parenting or stereotyping roles, the film observes the dynamic situation through a nuanced, human lens – celebrating a father who is actively learning, taking ownership, and showing up as an equal partner. Throughout the narrative, BabyOrgano’s Ayurvedic products appear naturally within the family’s daily routine, reflecting the brand’s core belief of integrating wellness into the childcare and wellness space seamlessly and unobtrusively.
Speaking on the brand film, Riddhi Sharma, Founder of BabyOrgano, said,
“Parenting today is spoken of as an equal partnership, but in most homes the everyday weight of it still quietly falls on the mother. We did not want to make a film that lectures anyone. We wanted to sit with a couple who are genuinely figuring it out and let parents see a little of themselves in that. If a mother watches this and feels seen, and a father watches it and feels encouraged, the film has done its job.”
The idea also comes from the founders’ own experience of balancing work and parenting together. Having navigated the everyday adjustments, conversations and shared responsibilities that come with building a business while raising a family, they wanted the film to reflect what co-parenting really looks like in everyday life – the small, often unnoticed ways in which both parents learn, adapt and show up for their child.
Ripul Sharma, Co-founder of BabyOrgano, added,
“At BabyOrgano, Ayurveda isn’t just an old routine for us – it has a real purpose. It is about those small, safe, everyday choices parents make for their children. That is exactly how the brand shows up in this film, in the ordinary moments of a family’s day to day life rather than looking like straight product marketing. With over 5 million parents and more than a thousand doctors trusting us so far, our responsibility is to keep earning that trust through honesty, and in the stories, we choose to tell.”
Conceptualised and executed in partnership with creative agency Team Pumpkin, the campaign was crafted by a predominantly female-led crew and filmed with a focus on authentic emotional warmth. Led by CEO Swathi Nathani alongside creative leaders Ariv Nair and Ganesh Patel, the project brought together a dedicated creative crew to bring this nuanced narrative to life. Writer Rohit Prasannan and director Shruti Shrivastava worked closely with DOP Siddharth G Dutta, executive producer Meghna Gupta, producer Sanskriti Jain, and art & creative director Maria Sony to deliver a story that strikes a deep chord with modern Indian families.
This release represents a deliberate shift toward emotion-led storytelling aimed at parents across Tier 1 and Tier 2 urban India. The campaign has been released across all social media platforms encouraging families to share their own co-parenting journeys.