Power of Gentle - Johnson's Baby

A flagship Johnson’s Baby campaign built around the simple but powerful idea that gentleness shapes a child’s world.

The work included two brand films rooted in real parental insights and everyday baby moments—crafted to feel honest, intimate, and emotionally resonant without tipping into sentimentality. From quiet first touches to playful chaos, the campaign captured the beauty of early parenting through authentic storytelling.

Beyond film, we created India’s first fragrance-infused newspaper ad for Johnson’s Baby Powder in The Times of India. The scent-triggered print experience went viral on Twitter, with parents across the country sharing how the fragrance brought back memories of their children’s infancy.

I worked across scripting and creative direction on the campaign, helping shape both the emotional narrative and the multi-format execution.