Maate’s new ad with Suresh and Priyanka Raina challenges parenting choices

Maate’s new campaign features founders Suresh and Priyanka Raina and highlights the importance of being aware of ingredients in baby care products. The campaign questions modern parents’ focus on other choices while overlooking what goes into their baby’s lotion.

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Titled #EffectiveBabyCare×Maate, the campaign cuts through the cluttered, feel-good language of “pure, gentle, and safe” — and replaces it with what really matters: efficacy, ingredient integrity, and product transparency.

“We’ve all been that parent,” says Priyanka Raina, co-founder of Maate. “So careful with everything in our lives — but far too casual about what touches our baby’s skin every day. That had to change.”

The ad films highlight how parents often rely on terms like “mild” or “natural” without checking product labels or ingredients. Many baby products today contain undisclosed fragrances, synthetic chemicals, and preservatives, which have been linked to rashes, irritation, and hormone disruption in children.

 “Most people assume ‘baby products’ are automatically safe,” adds Suresh Raina, co-founder and Indian cricketer. “But we’ve learned that safe isn’t the finish line. It has to work too.”