Created with Team Pumpkin, the campaign follows a young couple navigating the mother’s return to work and the father’s growing role in everyday childcare. BabyOrgano, an Ayurvedic wellness brand for children, has moved beyond product-led communication with its first brand film, turning its attention to how parenting roles are evolving in contemporary Indian families.
Titled ‘Parenting Ke Naye Zamaane Mein’, the film centres on a young family at a turning point. After maternity leave, the mother prepares to return to work while the father takes on more responsibility for the everyday demands of caring for their child. The story explores the often-unspoken reality of parenting, where the emotional and mental load can continue to fall more heavily on mothers even when couples see themselves as equal partners. Instead of presenting an idealised version of shared parenting, the film focuses on a father learning through the process and gradually taking ownership of his role.BabyOrgano’s products appear within these everyday family moments rather than being positioned as the focus of the narrative, reflecting the brand’s approach to incorporating Ayurveda and wellness into regular childcare routines.
Riddhi Sharma, founder of BabyOrgano, said, “Parenting today is spoken of as an equal partnership, but in most homes the everyday weight of it still quietly falls on the mother. We did not want to make a film that lectures anyone. We wanted to sit with a couple who are genuinely figuring it out and let parents see a little of themselves in that. If a mother watches this and feels seen, and a father watches it and feels encouraged, the film has done its job.”
Ripul Sharma, co-founder of BabyOrgano, added, “At BabyOrgano, Ayurveda isn’t just an old routine for us – it has a real purpose. It is about those small, safe, everyday choices parents make for their children. That is exactly how the brand shows up in this film, in the ordinary moments of a family’s day to day life rather than looking like straight product marketing. With over 5 million parents and more than a thousand doctors trusting us so far, our responsibility is to keep earning that trust through honesty, and in the stories, we choose to tell.”
The campaign was conceptualised and executed with creative agency Team Pumpkin and developed by a predominantly female-led crew. Team Pumpkin CEO Swathi Nathani, along with creative leaders Ariv Nair and Ganesh Patel, led the project. The wider creative team included writer Rohit Prasannan, director Shruti Shrivastava, DOP Siddharth G Dutta, executive producer Meghna Gupta, producer Sanskriti Jain, and art and creative director Maria Sony. With the film, BabyOrgano uses a familiar family setting to open a broader conversation around how childcare responsibilities are shared, while keeping the emotional focus on the small, everyday moments through which parents figure out their roles.
