MAM
Sebamed launches new campaign for its baby care portfolio
Mumbai: German personal care brand Sebamed has launched its all-new baby care campaign urging moms and to-be-moms to use Sebamed products with pH 5.5 benefits right from first bath.
In line with its previous bathing bar and shampoo campaigns, the brand has once again based the campaign on its ‘new knowledge’ about skin’s pH at the time of birth and highlights the importance of using Sebamed products with pH 5.5 right from day one.
The campaign ‘Prathm Snan Se’ uses situational humour to drive home the point that the new age moms will reaffirm and choose nothing but the best products for their babies. The film features a young mom in labour, asking frantic questions about the skin pH of newborn and showing her utmost trust on brand Sebamed by sharply reminding the surprised medical staff to use the brand’s products for her newborn’s first bath. With the message – ‘maa ka dil hai, sawaa to pucchega hi’ it encourages all moms and to-be-moms to stay curious and reaffirm their choices based on ‘proven scientific facts’.
Rooted in curiosity-centered consumer strategy, it’s the fourth campaign launched by the brand in last one year in the skin, hair and baby care space, which also included ‘Film Stars ki nahi, science kee suno’, Sirf science ki suno and recent digital campaign inspiring India to get #BackToNormal.
Sebadmed, country head, Shashi Ranjan said, “We strive to create a new narrative in every category we operate and our products are proven safe and scientifically superior. Baby care portfolio is one of the key growth drivers for us and through this campaign; we are celebrating the unwavering trust of mothers on brand Sebamed and relevance of pH 5.5 products for new born right from day one. The campaign delivers this message in a unique way and we are sure it will establish a strong connection with our audience.”
The Womb, creative partner and co-founder, Navin Talreja said, “Sebamed pH 5.5 baby care range is scientifically proven safe for new-born’s right from day one. Our campaign seamlessly delivers this message, and we remain confident that it will resonate with mothers and fathers. Across Indian culture, occasions like Godh Bharai, Annaprashan etc are highly celebrated, but there’s nothing for the first bath. So we created ‘Pratham Snan’, to protect the baby’s skin from the first bath itself.”
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MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
