Ed-a-Mamma is launching a personal care product range, supported by a ‘Your Baby Safe’ campaign that strengthens the brand's commitment to babycare

Alia Bhatt’s Ed-a-Mamma, a purpose-led lifestyle brand for children, has expanded into baby and kids’ personal care with the launch of its new range, ‘Your Baby Safe’. The launch is supported by a heartfelt brand film that reflects the brand’s core values of safety, trust, and gentle everyday care.

The campaign was unveiled at a launch event held at Jio World Drive, Mumbai. Rooted in the universal parental instinct to protect one’s child, the brand film captures quiet, everyday moments—checking a bottle’s temperature, preparing for bedtime, and simple acts of care. The narrative reinforces the idea that true safety lies in mindfulness, gentleness, and informed choices.

As part of the launch experience, Ed-a-Mamma showcased a life-sized product installation along with a pop-up store, followed by the first public screening of the digital video commercial. The event also featured a panel discussion led by Alia Bhatt with paediatrician Dr. Vinit Samdani, dermatologist Dr. Sangeeta Shah, and parents Durjoy Datta and Avantika Mohan. The discussion revolved around baby safety, ingredient transparency, label literacy, and conscious parenting.

The personal care range includes essential daily baby products such as baby wash, lotion, massage oil, talc-free powder, rash balm, wipes, and laundry detergent. All products are dermatologically tested, paediatrician recommended, and formulated using natural, plant-based ingredients. The range is vegan, cruelty-free, and free from parabens, sulphates, talc, mineral oils, and harsh chemicals.

Commenting on the campaign and brand film, Alia Bhatt, Founder of Ed-a-Mamma, said: “The idea really comes from a very simple truth—when you’re a parent, everything becomes emotional, and you do tend to overthink. Every small decision, every little doubt is about keeping your child safe. This film reflects that quiet inner conversation parents are always having, along with those everyday moments that may seem ordinary but actually mean so much.”

She further added: “The baby care range is a natural extension of what we’ve always believed in as a brand. We have worked closely with experts to create products that are safe, gentle, transparent and designed for daily use, because care shouldn’t feel complicated. This range is our way of supporting parents with choices they can trust, right from the beginning.”

Key Takeaways from the campaign

Safety-first approach

The campaign strongly emphasises a no-toxins, no-harsh-chemicals philosophy, highlighting the brand’s careful research and commitment to baby-safe formulations suitable for sensitive skin.

Simplicity with clarity

‘Your Baby Safe’ aims to reduce parental anxiety by offering clear, trustworthy product choices that align with Ed-a-Mamma’s belief that everyday care should feel simple and reassuring.

Sustainability at the core

A key pillar of the range is Ed-a-Mamma’s plastic-positive promise. For every product purchased, half a kilogram of plastic is removed from the environment, supporting waste workers across India and reinforcing the brand’s sustainability commitment.

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