Ed-a-Mamma, the children’s lifestyle brand founded by Alia Bhatt, has entered into a new segment of baby and kids’ personal care space with the launch of its new range, Your Baby Safe. Alongside the product line, the brand has released a campaign film that captures the emotional reality of parenting, where every small decision is guided by the instinct to protect.
The new range and campaign were unveiled at an event held at Jio World Drive, Mumbai. At the heart of the campaign is a simple insight: for parents, safety is not a single decision but a series of quiet, everyday choices. The film reflects this through intimate moments checking a bottle’s temperature, following bedtime routines, or pausing before using a product, highlighting how care often lives in the details.
The launch event featured a life-sized product installation and pop-up, followed by the premiere of the digital film. This was accompanied by a panel discussion moderated by Alia Bhatt, with insights from paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parent influencers Durjoy Datta and Avantika Mohan.
The conversation focused on topics central to modern parenting, including baby safety, formulation transparency, reading labels, and making conscious choices key pillars behind Ed-a-Mamma’s move into personal care.
The Your Baby Safe range covers everyday baby-care essentials such as head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry care products.
The new category also stays aligned with Ed-a-Mamma’s planet-first approach. The brand follows a plastic-positive model, ensuring that for every bottle, pump, or box purchased, 0.5 kg of plastic is recovered from nature and landfills through waste recovery initiatives in India.
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Speaking about the campaign and the thinking behind it, Alia Bhatt, Founder, Ed-a-Mamma, said, “The idea really comes from a very simple truth – when you’re a parent, everything becomes emotional, and you do tend to overthink. Every small decision, every little doubt is about keeping your child safe. This film reflects that quiet inner conversation parents are always having, along with those everyday moments that may seem ordinary but actually mean so much. Everything from the visuals to the background track echoes the love and care behind the choices we make for our children.”
She further added, “The baby care range is a natural extension of what we’ve always believed in as a brand. We have worked closely with experts to create products that are safe, gentle, transparent and designed for daily use, because care shouldn’t feel complicated. This range is our way of supporting parents with choices they can trust, right from the beginning.”
