Johnson’s Baby, the baby care brand, has announced a major brand transformation with the launch of its upgraded product range, featuring advanced skin-science-based formulations, refreshed branding, and sustainable packaging — designed to be “Better for Baby, Better for Mum, and Better for the Planet.”
The relaunch is accompanied by the unveiling of its new campaign, ‘It’s Pure Love,’ featuring Anil Kapoor and Sonam Kapoor, which beautifully captures everyday moments of bonding between parents and their babies. The film, conceptualized by FCB Group India and produced by Flirting Vision, highlights the role of a mother’s touch and Johnson’s Baby in “protecting what’s precious.”
Better for Baby: Advanced Formulations Rooted in Science
For over 130 years, Johnson’s Baby has been a trusted companion for parents worldwide, built on a deep understanding of baby skin science. Taking this legacy forward, the brand’s new range features gentle, 100% doctor-tested formulations enriched with natural ingredients such as Aloe Vera, Vitamin B5, milk protein, and turmeric — offering enhanced nourishment and protection.
The new moisturizing range delivers up to 72 hours of moisturization, while Johnson’s Baby Soap now provides triple protection against germs, dryness, and irritation — ensuring that a baby’s delicate skin and hair remain soft and healthy.
Better for Mum: Designed for Modern Parenting
Beyond product innovation, the brand has also refreshed its packaging design to highlight key ingredients and benefits upfront, empowering parents to make confident choices. For the first time, Johnson’s Baby introduces ‘The Iconic Drop’ — a new brand mascot symbolizing love, care, and protection — which will be seen across brand touchpoints.
Better for the Planet: Sustainability at the Core
As part of its renewed commitment to sustainability, Johnson’s Baby has introduced eco-conscious bottles made with 50% Post-Consumer Recycled (PCR) plastic, reinforcing its long-term vision of creating a better world for future generations.
‘It’s Pure Love’ Campaign: A Celebration of Everyday Bonds
Speaking about the new campaign, Manoj Gadgil, Business Unit Head – Essential Health & Skin Health & VP Marketing, Kenvue, said, “When a baby is born every mother makes a promise, a promise to protect her baby from Day 1. And this promise reflects in everything she does, in the biggest decisions she makes to the small daily rituals. For generations, our products have played a meaningful role in enhancing these everyday moments into moments of joy and care and strengthen their bond with baby. With our new brand campaign, ‘It’s Pure Love,’ we capture these moments and further our commitment to support mothers with upgraded formulations and sustainable packaging. At Johnson’s Baby, we will continue to stand beside mums to protect what’s precious.”
Brand ambassador Anil Kapoor shared, “Being part of the ‘It’s Pure Love’ campaign with Johnson’s Baby has been incredibly special for me, not just as an actor, but as a father. The bond between a parent and child is the purest form of love, and this campaign captures that emotion so beautifully. Johnson’s Baby has been a part of our family for generations, and I’m proud to associate with a brand that continues to evolve while staying true to its heart.”
Adding to this, 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’.”
Kartikeya Tiwari, Digital Creative Partner, FCB Group India, added, “Nothing’s more pure than the tender love between a mom and her baby. To add to that, there was this amazing opportunity to tell the story of parenthood coming a full circle — a father’s love for his daughter, now reborn through her baby.”
Benny Mallik, Director at Flirting Vision, said, “My cameras have travelled the world, but the Johnson’s Baby DNA of pure, gentle love is the creative compass I follow every time. It’s a privilege to be the custodian of that emotion, across continents, across generations.”