Cetaphil

Cetaphil Baby has launched an insightful new campaign titled ‘Parenting Ki Nayi Parampara’, highlighting the evolving dynamics of modern parenting in India. The film explores shared roles, responsibilities, and the beauty of co-parenting with cricketer Rohit Sharma and his wife Ritika Sajdeh as brand ambassadors.

Celebrating Shared Parenting Roles

The latest campaign takes a refreshing approach to parenting, focusing on both partners’ shared responsibilities in raising a child.
>Rohit Sharma and Ritika Sajdeh portray a realistic and relatable partnership, showcasing their joint efforts in caring for their child with love and compassion.

The film, directed by Joyeeta Patpatia and shot by Yash Khanna, captures everyday moments of connection and care. It offers an authentic look into the parenting journey, highlighting a collaborative, equal approach and breaking traditional gender roles.

ata-end=”1355″>An Uninhibited Behind-the-Scenes Experience

Director Joyeeta Patpatia expressed her joy in working on the campaign with Rohit Sharma, known for his focused demeanor on the cricket field. Patpatia says,
rt=”1541″ data-end=”1544″ />“Making this film was an unexpected joy. I got to direct Rohit Sharma in an uninhibited environment and bring out his playful, caring side. The campaign could not have had better brand ambassadors than Rohit and Ritika.”

Despite the unpredictable nature of working with babies, the shoot went smoothly, thanks to the natural chemistry between the parents and their little one. Patpatia praised the 9-month-old baby star for his comfort in front of the camera, adding an authentic touch to the film’s portrayal of parenting.

ata-end=”2119″>A Heartfelt Collaboration

This campaign marked a special moment for Entourage Films, the production house behind the project. Garima Arora, the executive producer at Entourage Films, shared that this was the first time they worked with babies of such young age, capturing their candid moments on set. She said,
“Working with babies aged 9 to 12 months was a beautiful experience. We saw them laughing, crying, and fully enjoying themselves. The spirit of the campaign comes through the fun we had during the shoot.”

The team’s efforts were complemented by the music composed by Abhishek Arora, which brought an added energy to the campaign. Yash Khanna led the shoot, capturing the joy and spontaneity of parenting to give the campaign an authentic, lively feel.

Emphasizing Emotional Authenticity in Parenting

The new campaign shifts Cetaphil Baby’s brand storytelling to focus on emotional authenticity and the shared responsibility of co-parenting. The campaign features real-life couple Rohit Sharma and Ritika Sajdeh, highlighting universal themes of love, partnership, and modern parenting.

The story goes beyond showcasing product benefits, capturing the emotional connection and caring moments that define parenting today. The message is clear: in the journey of raising children, it’s essential to share responsibilities and embrace every moment together.

Looking Forward to More Heartfelt Storytelling

Entourage Films, a women-led production house, has a reputation for crafting heartfelt and insightful narratives. Their collaboration with Cetaphil Baby is another example of their commitment to creating powerful, relatable stories.