Suresh Raina and Priyanka Raina flips the mirror for modern parenting in new ad
Titled #EffectiveBabyCare×Maate, the campaign cuts through the cluttered, feel-good language of 'pure, gentle, and safe' — and replaces it with what really matters: efficacy, ingredient integrity and product transparency.
'We've all been that parent,' said Priyanka Raina, co-founder of Maate. 'So careful with everything in our lives — but far too casual about what touches our baby's skin every day. That had to change.'
The series of ad films blend sharp visual storytelling with real, observational truths — showing just how easily we rely on vague words like 'mild' or 'natural,' without ever flipping the label or questioning the ingredients. And that's a serious problem. Many baby products on the market today are packed with undisclosed fragrances, synthetic chemicals, and preservatives that have been linked to rashes, irritation, and even hormone disruption in children.
'Most people assume 'baby products' are automatically safe,' adds Suresh Raina, co-founder and Indian cricketer. 'But we've learned that safety isn't the finish line. It has to work too.'
With this campaign, Maate isn't selling softness. It's sparking a shift. And for modern Indian parents ready to raise their standards, it hits exactly where it should: home. Because your baby doesn't just need 'gentle'. They need skincare that's actually doing something, the press note stated.
Watch the video here:
View this post on Instagram A post shared by Suresh Raina (@sureshraina3)
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