Woodward’s Gripe Water has rolled out a campaign, 'Little Tummies Need Little Help', to reinforce the role of the brand's products in providing gentle digestive relief for newborns.

Conceptualised by Sideways Consulting, the campaign comprises an ad film.

Set around a family dinner table, the film opens with a joint family gathered for a meal while a baby narrates, through a playful inner monologue, his excitement about one day eating everything served before him. Midway, however, the baby experiences digestive discomfort and breaks into tears, prompting his mother to reach for Woodward's Gripe Water. Through the baby's lighthearted perspective, the film explains why newborns often struggle with digestion and how timely relief can make a difference. It also highlights the product's natural ingredients, recommended dosage, and the importance of keeping Woodward's Gripe Water close at hand during a baby's early months.

What we think about it: The baby’s inner monologue gives a familiar parenting challenge a fresh, endearing twist, making the educational message feel more engaging than preachy. While the film effectively balances warmth, humour and product information, its reliance on explanatory messaging means the emotional payoff is somewhat predictable, leaving limited room for a more memorable brand moment.

Vishal Vyas, vice president marketing, TTK Healthcare, said, "For generations, Woodward's has been the trusted answer to a crying baby. Parents know the line, ‘Baby Crying, Give Woodward's’. With this new campaign, we wanted to speak to today's young parents in their own language. Parenting is stressful enough, so we chose humour and warmth over instruction. The message is still the same: relief from colic and indigestion, but now it comes with a smile. Because a happy baby deserves a happy conversation too."

Govinda Biswas, senior brand manager, Woodward’s Gripe Water, added, “Woodward's communication has always been memorable. Simple messages land best, and humour makes them unforgettable. The insight is simple too: infant tummies are immature and need a little support for relief from gas, acidity and indigestion. That's the heart of this film: Little Tummies Need Little Help.”

Abhijit Avasthi, founder, Sideways Consulting, said, "We wanted the education to feel entertaining rather than instructional. Letting the baby do the talking gave us a fresh, disarming way to explain something every new parent experiences. The film is warm, playful, and hopefully leaves parents with both a smile and a better understanding of why Woodward’s has been trusted for generations."

The campaign will roll out across TV, digital and social media platforms, supported by a series of educational films.

CREDITS:

Client: Woodward’s Gripe Water

Leadership Team: S Kalyanaraman (managing director and CEO), Yogesh Yadav (president), and Vishal Vyas (vice president)

Marketing team: Govinda Biswas (senior manager marketing)

Agency: Sideways Consulting

Leadership team: Abhijit Avasthi, Sonali Sehgal

Creative team: Sameer Sojwal, Nilay Moonje, Shashank Mestry, Ramanujam Narasimhan, and Pooja Shinde

Account management: Nandita Das, Suraj Das, and Nihaal Jogani

Strategy: Siddharth Mohanty and Shreya Malu

Production House: Superfly Films

Director: Kopal Naithani

Executive Producer: Tarun Bali

Shorties Director: Dimple Soni