Maate, an Indian brand offering premium natural ‘baby products’, co-founded by former Indian cricketer Suresh Raina and his wife Priyanka Raina, has launched a bold new ad campaign challenging modern-day parenting through its #EffectiveBabyCare×Maate initiative.
Cutting through the clutter of feel-good words like “pure,” “gentle,” and “safe,” the campaign shifts the focus to what truly matters: efficacy, ingredient integrity, and product transparency. The series of ad films combines striking visual storytelling with real, observational truths — highlighting how easily parents accept vague terms like “mild” or “natural” without ever flipping the label or questioning the ingredients. And that’s a serious concern.
With this campaign, Maate is driving a much-needed shift for today’s Indian parents — those who are ready to raise their standards, it hits exactly where it should: home.
Rooted in Ayurvedic wisdom and developed with modern ingredient awareness, Maate’s formulations prioritise efficacy, safety, and purity — all backed by intention.
Priyanka Raina said, “We’ve all been that parent. So careful with everything in our lives — but far too casual about what touches our baby’s skin every day. That had to change.”
Suresh Raina adds, “Most people assume ‘baby products’ are automatically safe. But we’ve learned that safe isn’t the finish line. It has to work too.”
