Mumbai: After a stressful week of work or unending household chores, Sundays are meant for unwinding and relaxation. However, it is not uncommon for Indian moms to be working around the house even on Sundays, making sure that it is a joyful day for everyone else in her family. Identifying this irony, Momspresso.com, India’s largest user-generated content platform that allows women to express themselves through different formats including text, audio, and video across ten languages has launched a thought-provoking video #KahanGayaMummyKaSunday in collaboration with leading home appliances brand Voltas Beko.
The video created as part of the campaign features a mom who is hurriedly getting chores out of the way before everyone in the family wakes up. Evidently longing for a break or even just a little bit of ‘me time’, the mom continues to go about her daily chores and dealing with the natural busyness of a Sunday. She compares herself to the armed forces who always need to be alert and on duty – irrespective of the day of the week. It is only when her daughter makes an inadvertent remark that her husband is jolted into realizing that indeed, his wife never really gets a day of rest.
The key insight – Kahan Gaya Mummy Ka Sunday, has been put together with qualitative and research-based interactions at several level. While the script is based on a blog written by Momspresso blogger Nandita Sharma, the insight is based on Momspresso’s qualitiative interactions with mums on a daily basis as well as data-based findings from its research titled ‘Sunday Paradox’. According to the in-depth survey conducted across millions of Indian moms to understand their latent need for personal time on weekends, 5 out of 10 moms across India feel Sundays are in fact more stressful than weekdays. While for the rest of the family, Sundays mean a lazy, late start, a third of mums are waking up at the same time on Sundays as they do on weekdays. However, it is a compulsion rather than a choice for them as 43% of moms mentioned that they would prefer to sleep in on Sunday. A majority of moms also stated that they would rather have someone else do the cooking and chores on Sunday so that they can spend quality time with their families.
Speaking on the campaign, Jayant Balan – CEO, Voltas Beko, said, “Moms across the country are working much harder than most others – be it in terms of their career or taking care of their homes and their families. They are fulfilling all their responsibilities without any breaks. Our research showed that 5 out of 10 moms find Sundays more stressful than weekdays. As a customer-centric brand, Voltas Beko is dedicated to making the lives of each mom easier by offering technologically superior, easy to use and energy-efficient home appliances that are tested by real moms.”
Parul Ohri, Founding Member and Chief Editor, Momspresso, added, “Moms don’t complain about missing out on a relaxing, restful Sunday but that doesn’t mean they don’t want it or need it. This film is a thought-starter, to compel audiences to think about the missing day of rest for the women in their household, irrespective of whether they are staying at home moms or working professionals. It is about time we question #KahanGayaMummyKaSunday and like our simple call to action states, make the effort to enure Sunday is for everyone.”
Through a simple and very relatable film, Momspresso.com’s latest campaign drives home this message in the most heartwarming and effective manner. In creating #KahanGayaMummyKaSunday, Momspresso.com has yet again cemented its stance as a platform that understands moms and strives to ignite conversations that have the potential to change their lives.