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Pukaar.ai: the project as one composed image
WorkTechnology · Health

No parent wakes up wanting a cry-analysis platform. They want to know why the baby is crying.

Pukaar.ai

BrandWeb designSocialLater seen on Shark Tank India, Season 5
Industry
Technology, health
Type of work
Digital brand: brand, website, social
Khatt’s role
Brand, website design, website structure and copy, social design and direction
The website, as a scrolling capturepukaarai.com · live capture to add
WebsiteLive · capture to add
The brief

An unfamiliar technology, for people with no time and little sleep.

Pukaar.ai is a parenting platform that uses AI to help caregivers understand what a baby’s cry may mean. It needed a brand and a digital presence that a new parent could take in at a glance.

What we noticed

They think: why is my baby crying?

No parent wakes up thinking “I need an AI-powered infant cry analysis platform”.

The question

How do you make advanced technology feel like something a tired, anxious parent can actually trust and use?

The thinking

Intelligent without being cold. Reassuring without being childish.

Parenting is emotional. Technology is rational. Health needs trust. AI can intimidate. Pukaar sits where all four meet.

The making: websiteDecision, and why

The site opens with the parent’s problem, not the product’s technology.

That is the question the visitor arrives with.

Pages follow five questions, in order.

A new technology brand has a few seconds to answer the first three.

The parent is the hero. The AI is the tool.

“Look what our AI can do” keeps people out. “We can help you understand your baby” lets them in.

The five questions
What is it?Why does it matter to me?How does it help?Can I trust it?What do I do next?

Khatt designed the website and wrote its copy. It was built by another team.

The making: language

Less guessing, more understanding.

The product meets parents when they are already uncertain. The copy avoids adding to that. It leans on clarity, support and guidance.

The details

What it had to be

Informative
Warm
Technical

Without looking like

A medical textbook
A cartoon
Enterprise software

The making: social

The website explains. Social builds familiarity.

Content balances product, education, everyday parenting, brand and technology, and sits between two failures: too clinical and too generic.

The website on a phoneWebsite capture
WebsiteLive · capture to add
Instagram postsSelection to come
SocialTo add
The result

Understood before the technology had to be.

A digital brand that parents could understand before they had to understand the technology behind it.

Exactly what Khatt did

Brand

Brand development and visual direction.

Web

Website design, structure and copy. Development by another team.

Social

Instagram design and content direction. Social copy.

That was the short version.

The full story has every decision, the reason behind each one, and more of the work.

P.S.

Parents do not need more information. They need more clarity.

with love, Khatt

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