Mumbai: On the occasion of Mother’s Day, DCM Shriram Foundation has unveiled a deeply moving digital campaign that casts light on the pressing issue of High-Risk Pregnancy (HRP) and the urgent need for accessible maternal healthcare in India’s rural heartlands. Released under the Foundation’s flagship initiative Khushali Sehat (Mother & Child Health Program), the campaign serves both as a tribute to mothers and a clarion call for strengthened healthcare infrastructure in underserved regions.
At the heart of the campaign is a short film conceptualized by EFGH Brand Innovations and directed by Titus Upputuru. The narrative centers around Mohan, a young field worker with DCM Shriram Foundation’s Mobile Health Units (MHUs), who is committed to improving maternal health outcomes in remote villages. While Mohan plays a pivotal role in identifying and supporting high-risk pregnancies, each intervention is also a reminder of a personal loss—his own mother, who passed away during a home birth due to lack of access to medical care.
A pivotal moment in the film unfolds at a health camp where an expectant mother, Rani, is diagnosed with dangerously low hemoglobin levels—highlighting how common and life-threatening such conditions are for pregnant women in rural India. The emotionally charged storyline not only brings to life the challenges of maternal health but also emphasizes the life-saving potential of timely, community-based interventions.
Aman Pannu, President, DCM Shriram Foundation, commented, “At DCM Shriram Foundation, we believe that the health of a mother defines the future of a family and the strength of a community. Through Khushali Sehat, we are focused on making quality maternal care accessible in remote regions. This Mother’s Day, we reaffirm our commitment to reducing maternal health risks and ensuring every mother’s right to safe and dignified care.”
The Maternal Health Challenge in India:
- 20–30% of pregnancies in India are considered high-risk (Source: National Health Mission)
- Maternal Mortality Ratio (MMR) stands at 97 deaths per 100,000 live births (SRS Statistical Report 2022)
- Infant Mortality Rate (IMR) is 28 deaths per 1,000 live births (SRS Statistical Report 2022)
DCM Shriram Foundation’s Response:
Operating across Hardoi and Lakhimpur Kheri (Uttar Pradesh), Kota (Rajasthan), and Bharuch (Gujarat), the Khushali Sehat program delivers maternal healthcare through MHUs staffed with female doctors, nurses, and trained administrative personnel. The program’s core services include:
- Antenatal and postnatal checkups
- Identification and continuous care for high-risk pregnancies
- Nutrition and hemoglobin testing
- Behavioral change communication (BCC) sessions
- Capacity building for ASHAs and ANMs
The campaign’s emotional narrative will be amplified across DCM Shriram Foundation’s social media and YouTube platforms to encourage dialogue and raise awareness about maternal health.
Emmanuel Upputuru, founder of EFGH and the writer behind the film, shared, “The idea began with a simple yet profound question: How does a child who has lost his mother celebrate Mother’s Day? For me, it was deeply personal — I lost my mother at 19, and ever since, I find a part of her in every mother I meet. The story wrote itself from there – Titus did the rest of the magic.”
Titus Upputuru, the film’s director, added, “For those of us who lost our mothers early in life, it’s not easy dealing with the few, rare memories. When Emmanuel shared the idea of someone being haunted by his mother, I immediately loved it. I really commend DCM Shriram for this initiative and all the workers, doctors, nurses, along with the Ashas, working so hard at the grass root level to help bring the Maternal Mortality Rate down.”
