Suresh Raina & Priyanka Raina challenge modern parents in Maate’s hard-hitting new ad campaign

NEW DELHI: Maate’s latest campaign starring founders Suresh and Priyanka Raina isn’t just another baby care ad — it’s a reality check for modern parenting.In a world where new-age parents spend hours comparing restaurant reviews, screen time charts, or their own face serums, Maate flips the mirror and asks a tough, timely question: “Do you even know what’s in your baby’s lotion?” Titled #EffectiveBabyCare×Maate, the campaign cuts through the cluttered, feel-good language of “pure, gentle, and safe” — and replaces it with what really matters: efficacy, ingredient integrity, and product transparency.

“We’ve all been that parent,” says Priyanka Raina, co-founder of Maate. “So careful with everything in our lives — but far too casual about what touches our baby’s skin every day. That had to change.” The series of ad films blend sharp visual storytelling with real, observational truths — showing just how easily we rely on vague words like “mild” or “natural,” without ever flipping the label or questioning the ingredients. And that’s a serious problem. Many baby products on the market today are packed with undisclosed fragrances, synthetic chemicals, and preservatives that have been linked to rashes, irritation, and even hormone disruption in children. “Most people assume ‘baby products’ are automatically safe,” adds Suresh Raina, co-founder and cricketer. “But we’ve learned that safe isn’t the finish line. It has to work too.”

Maate’s formulations are rooted in Ayurvedic wisdom, but developed with modern ingredient awareness — focusing on efficacy, safety, and purity that’s backed by intention, not assumption. With this campaign, Maate isn’t selling softness. It’s sparking a shift. And for modern Indian parents ready to raise their standards, it hits exactly where it should: home. Because your baby doesn’t just need ‘gentle’. They need skincare that’s actually doing something