New Delhi, Aug. 3 -- Kidbea, one of India's sustainable kidswear brands, has launched its first brand film, now playing in PVR cinemas across India alongside some of the movie releases of the year.

For a brand which has connected with parents through digital platforms, this marks a new step towards reaching families on a larger scale. Through its partnership with PVR Cinemas, Kidbea aims to build brand awareness and start a conversation around something many parents often overlook the fabric their babies wear every day.

The film tells a simple story that many parents can relate to. A baby won't stop crying, and her parents try everything they can think of to comfort her. In the end, they discover that the reason isn't what they expected...