Alia Bhatt’s Ed-a-Mamma debuts personal care range with ‘Your Baby Safe’ campaign
The launch event was held at Jio World Drive in Mumbai
Marketing Moments
Ed-a-Mamma, the children’s lifestyle brand founded by Alia Bhatt, has forayed into the baby and kids’ personal care segment with the launch of its new range, ‘Your Baby Safe’, supported by a campaign film that reflects the brand’s ethos of safety, trust and gentle care.
Unveiled at a launch event at Jio World Drive, Mumbai, the digital film is rooted in the universal insight that every parent’s foremost instinct is to protect their child. It captures intimate, everyday moments—from checking a bottle’s temperature to bedtime rituals—highlighting how safety is shaped by mindful, gentle choices made each day.
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The launch event featured a life-sized product installation and pop-up, followed by the screening of the DVC and a panel discussion moderated by Alia Bhatt. The panel included paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parent influencers Durjoy Datta and Avantika Mohan. The discussion centred on baby safety, trust in formulations, label literacy and conscious parenting—key pillars underpinning the new category.
The ‘Your Baby Safe’ range includes daily baby-care essentials such as head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes and laundry care products. All offerings are dermatologically tested, hypoallergenic and paediatrician-recommended, formulated with natural, plant-derived actives. The range is vegan, cruelty-free and free from parabens, sulphates, talc, mineral oils and harsh chemicals.
Commenting on the launch and the brand film, Alia Bhatt, Founder, Ed-a-Mamma, said, “The idea comes from a very simple truth—when you’re a parent, everything becomes emotional, and you tend to overthink. Every small decision is about keeping your child safe. This film captures that quiet inner dialogue parents are constantly having, through moments that may seem ordinary but mean so much. From the visuals to the background score, everything reflects the love and care behind the choices we make for our children.”
She added, “The baby care range is a natural extension of what we have always stood for as a brand. We’ve worked closely with experts to create products that are safe, gentle and transparent, and designed for everyday use—because care shouldn’t feel complicated. Through this range, we hope to support parents with choices they can trust, right from the start.”
