MUMBAI: Mother knows best, but grandma might have said it first. In a nostalgic-yet-modern digital push, Mother Sparsh has launched #RecreateRituals, a campaign that champions age-old Indian baby care practices, reimagined for today’s millennial mum.

At the heart of the campaign is Mother Sparsh’s Milky Soft Baby Care Range, infused with the age-old goodness of milk and coconut oil, ingredients Indian families have trusted for generations. Running in three interactive phases, the month-long digital blitz features polls, carousels, and influencer-led storytelling, all culminating in an emotional photo-sharing moment celebrating the timeless bond between grandparents and their tiny descendants.

Mother Sparsh CEO & co-founder Himanshi Gandhi spoke about the vision behind the campaign: “Through the #RecreateRituals campaign, we wish to bring back the time-tested solutions that our grandmothers used for little children. While many scoff at them as redundant, time stands testament to the fact that a wise grandmother has always solved all of the baby-related problems for a new mother. Thus, we are celebrating this bond with mothers and creating awareness by providing them a solution to take care of their baby’s sensitive skin.”