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National, December 2, 2025: Every mother remembers the magic of those first moments, --the first cry, the first touch, the first time she looks at her baby. Unfortunately, some mothers never experience this magic owing to conditions like birth asphyxia, which leads to untimely deaths. Johnson’s® baby, a brand which has partnered with parents for generations, has been supporting the training of healthcare workers for over 16 years by funding a Neonatal Resuscitation program (NRP) led by a leading paediatrician association. This initiative furthers its commitment to help protect babies from the first minute of their life. In India, every year 1.25 lakh newborns die within 24 hours of birth[2] owing to critical conditions like asphyxia where the newborn is unable to breathe at birth which can be life threatening as well as can cause disabilities even if the child survives.[3] Birth asphyxia is both preventable and treatable, however owing to lack of adequate training amongst healthcare professionals, this remains a big concern. The correct intervention in the first minute of birth can increase the chance of survival as much as 50%.[4] With an objective to help reduce neonatal infant mortality in India due to birth asphyxia, makers of Johnson’s® baby have been supporting a leading paediatrician association by training healthcare professionals with Neonatal Resuscitation, a standardized and evidence-based approach to newborn care. Through this program, over 2 lakh+ nurses, midwives and paediatricians have been trained with critical knowledge, essential skills, intervention techniques to better manage neonatal emergencies and save lives. Manoj Gadgil, Business Unit Head – Essential Health & Skin Health and VP Marketing, Kenvue, India, shares, “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. 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 organizations, we are passionate about helping improve the lives of babies. For 16 years, we have supported1 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.” With an aim to create awareness around ‘Project Golden Minute - Neonatal Resuscitation’, Johnson’s® baby has launched a heart-warming digital film conceptualised by DDB Mudra which spotlights this life-saving initiative. Set in a small-town hospital, the film brings alive the birth of a newborn amidst several other new mothers. As the baby is born, instead of a joyous cry, the room is quickly filled with tension as an asphyxiated baby fails to breathe. Immediately, the healthcare worker follows the neonatal resuscitation protocols and saves the baby while the mothers unified in their support as they sing a song dedicated to celebration of birth. Siddhesh Khatavkar and Harshada Menon, Executive Creative Directors, 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 the stream revenues generated by listening to this song will be donated to this scaling this initiative further. Malini Awasthi, Eminent 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.” Johnson’s® baby is planning a public awareness initiative across multiple touchpoints including engaging mum influencers, in-cinemas advertising with PVR Cinemas. · Campaign Film link: https://www.youtube.com/watch?v=IAwvHXnEGe4 · ‘Pahila Saans--Johnson's baby x Malini Awasthi: