Johnson’s Baby launches refreshed range and ‘It’s Pure Love’ campaign with Sonam & Anil Kapoor

Johnson’s Baby has refreshed its India portfolio with upgraded formulations, new packaging made with 50% post-consumer recycled plastic, and a new brand mascot, “The Iconic Drop”. The brand has also launched a new communication platform “It’s Pure Love”, supported by a national film featuring Anil Kapoor and Sonam Kapoor.

The upgraded range has been developed with purpose-based ingredients such as aloe vera, vitamin B5, milk protein and turmeric. The brand says the new moisturising range now delivers up to 72-hour moisturisation and improved protection against dryness and irritation.

Sharing her experience as a mum and a brand ambassador for Johnson’s Baby Sonam Kapoor said “As a mother, every decision I make for my baby comes from a place of love and protection. Everyday rituals with a baby, be it massaging, bathing, post-bath care, are moments of bonding with the little one which is almost magical, joyful and pure love in its truest form. It’s amazing how Johnson’s Baby has captured this thought so beautifully. I loved shooting for the new Johnson’s Baby campaign, be it reel or in real life, a bond with a baby is precious and ‘Pure Love’.”

The refreshed packaging architecture highlights key ingredients and benefits more clearly on front-of-pack, and is designed to support easier consumer navigation at shelf.

The new campaign will run across TV, digital and social, supported by influencer partnerships and on-ground activations. The brand says the renewed platform has been designed to align with the evolving expectations of new age parents and their everyday care routines.