Cetaphil Baby Celebrates Co-Parenting with Rohit Sharma Campaign

Cetaphil Baby launched its campaign "Parenting Ki Nayi Parampara," which highlights shared parental duties.

The effort features Indian cricketer Rohit Sharma and his wife, Ritika Sajdeh, as brand ambassadors, showing real family moments to reflect modern parenting in India.

The main film, directed by Joyeeta Patpatia and produced by Entourage Films, includes cinematography by Yash Khanna.

Scripted by Abhijat Bharadwaj from Dentsu, the ad records actual scenes of co-parenting: diaper changes, bedtime routines, and playtime. Shot with babies aged 9 to 12 months, the production used natural interactions.

The soundtrack by Abhishek Arora provides an energetic tone that matches the campaign's mood.

• Cetaphil Baby’s new ad with Rohit and Ritika promotes co-parenting as a modern norm
• “Parenting Ki Nayi Parampara” shows real family moments of shared baby care
• The campaign champions equal parenting, reflecting today’s dual-income families

The film presents co-parenting as a joint effort, moving away from norms where mothers handle most caregiving. "This campaign creates space for both parents to participate in their child's life," a Cetaphil spokesperson said, noting the brand's focus on gentle baby care products for active families.

Rohit Sharma displayed ease with the infants during filming. Director Joyeeta Patpatia stated: "Making this film was an unexpected joy. I got to direct Rohit Sharma in an uninhibited environment and bring out his fun, playful, and caring side... It was wonderful to observe Rohit's ease with handling a baby. Our campaign for 'Parenting Ki Nayi Parampara' couldn't have had better brand ambassadors."

Executive Producer Garima Arora of Entourage Films added: "Cetaphil Baby was a very special project... It was amazing to see [the babies] having fun—crying, falling, and thoroughly enjoying themselves... Working with Rohit and Ritika was an absolute delight—we've seen Rohit on the cricket field, but it was even more wonderful to see him so relaxed and natural."

Entourage Films, with experience on projects for Amazon, Netflix, and Britannia, managed the shoot despite infant unpredictability. This campaign advances Cetaphil Baby's approach, matching trends toward equal parenting. As dual-income families increase in India, the story connects with audiences, sparking discussions on balance and bonding.

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The campaign appears on digital platforms, TV, and social media, encouraging families to adopt this new tradition. With Rohit and Ritika's genuine interaction, Cetaphil Baby promotes products and supports shared responsibilities through daily moments.