In a touching role reversal for its Mother’s Day campaign, the brand created a lullaby for mothers using baby sounds to soothe and help with sleep deprivation.
Link to the audio: https://www.youtube.com/watch?
Link to the campaign’s case study: https://www.youtube.com/watch?
Mumbai, 15th May 2025: Marico Limited’s Parachute Advansed Baby redefined how brands celebrate moms on Mother’s Day. In a heartfelt tribute to the countless sleepless nights new mothers endure, the brand presented the #GiftOfSleep by launching a one-of-a-kind lullaby, crafted from baby sounds to comfort and celebrate moms in their postpartum journey. Rooted in a tender yet overlooked truth – that while the world showers love on the baby, mothers quietly give up sleep and rest – this campaign flips the narrative in a touching role reversal and reinforces the brand’s commitment towards supporting mothers as much as their little ones.
Conceptualised and executed by Tonic Worldwide, the initiative was rooted in a powerful insight that a baby’s sounds – from soft coos to gentle babbles – have a calming, almost meditative effect on mothers. With this as inspiration, the brand created a lullaby – a symbolic return gift from babies to their sleep-deprived moms. Designed to offer emotional comfort and a rare moment of rest to new moms, the lullaby became the heart of the Mother’s Day campaign – a meaningful tribute called #GiftOfSleep.
Commenting on this, Ashish Goupal, CEO – India Core Business, Marico Limited, said, “We have a deep understanding of the evolving needs of modern parenting, which is reflected in our focus on creating meaningful brand moments. These moments not only strengthen emotional connections but also foster long-term brand trust and relevance in the baby care category. We believe that caring for babies begins with caring for mothers. Through this initiative, we set out to honour the quiet strength of new moms by giving them a rare gift – a moment of rest, wrapped in the most powerful lullaby of all: the sound of a baby. By turning an everyday moment – a baby’s coo – into an emotional anchor, we celebrate the bond between mother and child in its most tender form. It’s a heartfelt expression of our ongoing commitment to support parents at every step of their journey.”
Speaking further on the campaign, Anjali Malthankar, Global Strategy Director, Tonic Worldwide, said, “We know that a baby’s cries can make the mother lose her sleep, but the baby’s gurgles and coos can make the mother smile, feel happy and relaxed. We used this insight to make a lullaby using baby sounds to pay a tribute to the sleep deprived new moms. The baby sounds were curated by the music experts to ensure the lullaby’s magic works on mothers. It’s a cute lullaby that can make all moms feel special and rewarded in ways nobody else can make her feel.”
Available on YouTube and Instagram, the audio was designed to bring a moment of emotional comfort and rest to new moms during the often overwhelming postpartum phase. More than just a tribute, the #GiftOfSleep was a thoughtful, science-backed gesture that celebrated the endearing bond between mother and child.
