Mumbai: This Mother’s Day, AJIO, India’s ultimate online fashion destination, is turning the gifting guilt trip into a hilarious wake-up call with its bold new campaign, ‘Movement of Offended Mothers (M.O.M.)’. The campaign flips the script on traditional Mother’s Day celebrations, bringing sharp wit and relatable humor to the forefront.
The centerpiece of the campaign is a tongue-in-cheek short film featuring renowned actress Sheeba Chaddha, who leads a self-help group of mothers from India’s most loved (and most distracted) influencers and comedians. Their shared grievance? The chronic lack of meaningful gifts from their superstar children.
With a mix of humor and sharp commentary, the film showcases the unsung heroes behind every viral reel and ‘glow-up’—the mothers. Characters like ‘Rebel Mom’ and ‘OP Mom’ represent the many facets of motherhood, while subtly nudging audiences to not miss the opportunity to celebrate and appreciate their moms in a way that truly matters.
Commenting on the campaign, an AJIO spokesperson said, “Moms have always been the original influencers—setting trends, shaping attitudes, and building dreams. This year, we wanted to give them their due with a campaign that’s as sharp and spirited as they are. Movement of Offended Mothers is our cheeky way of saying: Don’t let your mom join this movement. Gift thoughtfully, gift joyfully.”
The campaign cleverly highlights AJIO’s Mother’s Day Gifting Store, featuring curated collections of fashion, jewelry, accessories, and more, designed for all kinds of moms—even pet moms and plant moms.
The Movement of Offended Mothers campaign is now live across AJIO’s digital platforms, including Instagram, YouTube, and in-app channels. It is also receiving targeted amplification on leading pop-culture and fashion platforms, making sure the witty message resonates across a wide audience this Mother’s Day.
