Johnson’s Baby showcases neonatal resuscitation training for healthcare workers

New Delhi: Every mother remembers the first moments after birth, the first cry, the first touch, and the first look at her baby. However, some mothers never experience this due to conditions such as birth asphyxia, which can lead to death or long-term disabilities.

Johnson’s® Baby has supported the training of healthcare professionals in India for over 16 years through a Neonatal Resuscitation Programme (NRP) led by a paediatrician association. 

The initiative provides nurses, midwives and paediatricians with critical skills and intervention techniques to respond effectively to newborn emergencies. Over 2 lakh healthcare workers have received training under this programme.

In India, approximately 1.25 lakh newborns die within 24 hours of birth due to conditions such as asphyxia, where a newborn is unable to breathe at birth. While birth asphyxia is both preventable and treatable, insufficient training among healthcare professionals continues to pose challenges. Correct intervention in the first minute of life can increase the chance of survival by up to 50%.

Manoj Gadgil, Business Unit Head, Essential Health & Skin Health and VP Marketing, Kenvue, India, said, “The survival of a newborn depends on correct interventions provided at the first minute of a baby’s birth. Unfortunately, these critical interventions are often compromised due to insufficient knowledge, training, and resources available to healthcare professionals. 

He added, “At Johnson’s® baby, we promise to protect babies not only from their first day but from the first moment. From providing high-quality products to partnering with social impact organisations, we are passionate about helping improve the lives of babies. For 16 years, we have supported a leading paediatrician association to train 2 lakh paediatricians, nurses and midwives in lifesaving neonatal resuscitation. We take pride in our journey, which reinforces our promise to help protect babies from their very first breath.”

As part of the initiative, Johnson’s® Baby has launched a digital film conceptualised by DDB Mudra, highlighting the importance of NRP. Set in a small-town hospital, the film shows a newborn facing asphyxia at birth and healthcare workers intervening immediately to save the baby. The scene also features mothers supporting each other, with a song celebrating the birth of life.

Siddhesh Khatavkar and Harshada Menon, Executive Creative Directors at DDB Mudra, said, “For every mother, the greatest joy is hearing her baby’s first cry. Through this project, that precious first minute is being safeguarded by thousands of trained doctors, midwives, and healthcare workers. The film is a tribute both to the courage of mothers and the dedication of those who fight for every newborn’s first breath. To bring this to life, we reimagined Sohar, the traditional Indian cradle song sung to bless and protect a baby. Because saving a newborn isn’t just a medical intervention, it is an act of love.”

All streaming revenues from the song will be donated to support the expansion of the initiative.

Malini Awasthi, an Indian singer, added, “As a folk singer, I have always believed that music has the power to connect hearts and inspire action. When Johnson’s Baby approached me to lend my voice to raise awareness about this critical initiative that saves newborn lives, I was deeply moved. What makes this initiative more special is the ode to ‘Sohar’, a traditional folk song sung by women to celebrate the birth of a child. The first cry of a baby is a song of hope, and through this initiative we celebrate the birth of life. It is my humble effort to ensure that no parent has to endure the heartbreak of losing a child due to a lack of timely intervention.”

The campaign will also include a public awareness programme across multiple touchpoints, including collaborations with parenting influencers and in-cinema advertising with PVR Cinemas.

Watch the film here: