BabyOrgano has released its first brand film, focusing on the changing dynamics of parenting and the division of childcare responsibilities between mothers and fathers. The campaign moves away from product-focused messaging to explore the experiences of working parents.
The film follows a young family as the mother returns to work after maternity leave, while the father takes on a larger role in managing everyday childcare. The narrative looks at the mental and emotional responsibilities often associated with parenting and how couples navigate them within their daily lives.
Instead of presenting parenting through traditional gender roles, the film focuses on the father learning to manage childcare responsibilities and becoming more involved in his child’s routine. BabyOrgano’s Ayurvedic wellness products are shown as part of the family’s everyday childcare routine.
The campaign draws partly from the experiences of BabyOrgano’s founders, who have balanced running a business with raising a family. Their experiences with sharing childcare responsibilities informed the film’s focus on the practical aspects of co-parenting.
The film was conceptualised and produced in partnership with creative agency Team Pumpkin. The project involved a predominantly female-led production team, with CEO Swathi Nathani working alongside creative leaders Ariv Nair and Ganesh Patel.
Watch the campaign
Speaking on the brand film, 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.”
She further added, “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.”
