Woodward’s Gripe Water introduces an adorable little foodie with an unexpected confession. Through a playful monologue from the baby’s point of view, the film gently explains why newborns often struggle with digestion, and why a little help can make a big difference.
For generations, Woodward’s Gripe Water has been a trusted companion for parents navigating their baby’s early digestive discomfort. Made with gentle, natural ingredients, the product helps relieve trapped gas and stomach discomfort in newborns as they gradually adjust to digesting food outside the womb.
With Little Tummies Need Little Help, the brand addresses a new reality. As awareness of gripe water has faded among younger parents, many are simply unaware of what the product is, when to use it, and why generations before them always kept a bottle at home. The campaign aims to bridge this knowledge gap through a simple, memorable story that educates without feeling instructional.
Created by Sideways, the campaign uses humour and a baby’s innocent perspective to make product education engaging. Alongside the launch film, three digital shorts explain the product’s natural ingredients, correct dosage, and the importance of keeping Woodward’s Gripe Water readily available during a baby’s early months.
Vishal Vyas, Vice President Marketing, TTK Healthcare, said, “For generations, Woodward’s has been the trusted answer to a crying baby. Parents know the line, ‘Baby Crying, Give Woodward’s’. With this new campaign, we wanted to speak to today’s young parents in their own language. Parenting is stressful enough, so we chose humour and warmth over instruction. The message is still the same, relief from colic and indigestion, but now it comes with a smile. Because a happy baby deserves a happy conversation too.”
Govinda Biswas, Senior Brand Manager, Woodward’s Gripe Water, said, “Woodward’s communication has always been memorable. Simple messages land best, and humour makes them unforgettable. The insight is simple too, infant tummies are immature and need a little support for relief from gas, acidity and indigestion. That’s the heart of this film: Little Tummies Need Little Help.”
Abhijit Avasthi, Founder, Sideways Consulting, said, “We wanted the education to feel entertaining rather than instructional. Letting the baby do the talking gave us a fresh, disarming way to explain something every new parent experiences. The film is warm, playful, and hopefully leaves parents with both a smile and a better understanding of why Woodward’s has been trusted for generations.”
The campaign will roll out across TV, digital and social media platforms, supported by a series of educational films that reinforce the role of Woodward’s Gripe Water in providing gentle digestive relief for newborns.
Client:
Woodward’s Gripe Water
Leadership Team: Mr. S Kalyanaraman (Managing Director & CEO), Yogesh Yadav (President), Vishal Vyas (Vice President)
Marketing Team: Govinda Biswas (Senior Manager Marketing)
Agency:
Sideways Consulting
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative Team: Sameer Sojwal, Nilay Moonje, Shashank Mestry, Ramanujam Narasimhan, and Pooja Shinde.
Account Management: Nandita Das, Suraj Das, and Nihaal Jogani.
Strategy: Siddharth Mohanty, Shreya Malu
Production House:
Superfly Films
Director: Kopal Naithani
Executive Producer: Tarun Bali
Shorties Director: Dimple Soni
