Piramal Consumer Healthcare (PCH), a division of Piramal Pharma Limited, has launched a new digital campaign for its baby care brand Little’s titled “Life is Hard. Switch to Softer”, marking a shift in category storytelling by placing the baby’s experience at the centre of communication. Unlike conventional baby care advertising that speaks primarily to parents through advice and checklists, the campaign highlights everyday discomforts babies endure but cannot express, such as irritation from rough diapers, dryness from bathing products, and sensitivity caused by harsh ingredients. The narrative underscores how these seemingly small moments influence a baby’s sense of comfort and security.
The campaign unfolds through three digital films focused on Little’s Fluffy Soft Diapers, Little’s Organix Moisturizing Baby Bathing Bar, and Little’s Organix Baby Lotion. Told through a baby’s internal monologue, the films depict routine situations from the baby’s perspective, encouraging parents to reflect on the impact of everyday product choices. The initiative is anchored in the brand’s 3S philosophy—Soft, Safe, and Sensitive—which guides product development across diapers, personal care, feeding products, wipes, and toys. From a business standpoint, the campaign aims to drive awareness and trial while reinforcing Little’s positioning among modern, digitally engaged parents.
Commenting on the launch, Abhishek Kumar, Vice President, Piramal Consumer Healthcare, said the campaign seeks to shift the lens from parents to babies, highlighting how gentler choices can significantly improve a baby’s comfort and well-being.
