Johnson’s Baby has rolled out a campaign, ‘The Golden Minute’, spotlighting its Neonatal Resuscitation Program (NRP).

Conceptualised by DDB Mudra Group, the campaign comprises a film. The ad is rooted in a powerful insight - many mothers never experience the magic of a first embrace because preventable conditions like birth asphyxia claim 1.25 lakh newborns in India each year. With proper training and timely intervention in the first minute, known to improve survival by up to 50%, such tragedies can be avoided.

Set in a small-town hospital, the film brings alive the birth of a newborn amidst several other new mothers. As the baby is born, instead of a joyous cry, the room is quickly filled with tension as an asphyxiated baby fails to breathe. Immediately, the healthcare worker follows the neonatal resuscitation protocols and saves the baby while the mothers are unified in their support as they sing a song dedicated to the celebration of birth.

What we think about it: The film delivers a gripping and emotionally grounded narrative, capturing the tense moments when a newborn struggles to breathe. By juxtaposing fear with collective hope, as mothers unite in song while a trained healthcare worker performs neonatal resuscitation, the ad powerfully showcases the life-saving impact of proper training. It’s simple, heartfelt, and effectively drives home the importance of preparedness in the very first minute of life.

Manoj Gadgil, business unit head – essential health and skin health and VP marketing, Kenvue, India, said, “The survival of a newborn depends on correct interventions provided at the first minute of a baby’s birth. Unfortunately, these critical interventions are often compromised due to insufficient knowledge, training, and resources available to healthcare professionals. At Johnson’s baby, we promise to protect babies not only from their first day but from the first moment. From providing high-quality products to partnering with social impact organisations, we are passionate about helping improve the lives of babies. For 16 years, we have supported a leading paediatrician association to train 2 lakh paediatricians, nurses and midwives in lifesaving neonatal resuscitation. We take pride in our journey, which reinforces our promise to help protect babies from their very first breath.”

Siddhesh Khatavkar and Harshada Menon, executive creative directors, DDB Mudra, said, “For every mother, the greatest joy is hearing her baby’s first cry. Through this project, that precious first minute is being safeguarded by thousands of trained doctors, midwives, and healthcare workers. The film is a tribute both to the courage of mothers and the dedication of those who fight for every newborn’s first breath. To bring this to life, we reimagined Sohar - the traditional Indian cradle song sung to bless and protect a baby. Because saving a newborn isn’t just a medical intervention, it is an act of love.”