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BabyOrgano's First Brand Film Puts The Mental Load On Screen

Ad Tribe! Bureau2 min read
A frame from BabyOrgano's first brand film, on a mother returning to work and a father taking over childcare

The BabyOrgano brand film, the Ayurvedic kids' wellness brand's first, follows a mother returning to work after maternity leave while the father takes over the daily work of childcare. It was made with Team Pumpkin.

  • Brand: BabyOrgano, Ayurvedic wellness products for children
  • Film: the brand's first, titled Parenting Ke Naye Zamaane Mein
  • Agency: Team Pumpkin, which conceptualised and executed the campaign
  • Premise: a mother's first day back at work after her maternity break
  • Crew: predominantly female-led
  • Founder: Riddhi Sharma

What The BabyOrgano Brand Film Is Actually About

Not products. The brand has previously communicated through education and ingredients, which is the standard route for Ayurvedic baby care, and this film leaves that behind entirely. It sits with one couple on one difficult day and lets the difficulty be ordinary.

The insight underneath it is the mental load: the observation that even in households that describe parenting as an equal partnership, the remembering, the planning and the worrying still tend to collect with the mother. Founder Riddhi Sharma has said plainly that the intention was not to lecture, but to watch a couple genuinely working it out.

Why The Father Is The Harder Character To Write

Indian advertising has two settings for fathers. He is either comic, defeated by a nappy for thirty seconds before the mother returns, or he is heroic, doing one visible thing and receiving a swell of music for it. Both let the audience off.

A father who is competent, willing, and still finding the day harder than he expected is a third thing, and it is the only version that the mothers watching will recognise. Getting that performance right is where a film like this either lands or curdles.

Where The Category Is Going

Baby care in India has spent a decade competing on formulation claims: chemical-free, Ayurvedic, dermatologically tested. Those claims now sound identical across a shelf of brands, which is usually the point at which a category has to start saying something about the parent rather than the product.

BabyOrgano getting there with its first film rather than its fifth is the notable part. The film is on the brand's YouTube channel. More campaigns.

#BabyOrgano#brand films#Parenting Brands#Team Pumpkin
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