Mothers don multiple roles in their life whole-heartedly starting from teacher to mentor, guide,motivator, friend etc. These efforts and unconditional love by her deserves to be acknowledged and honoured.
Brands have come up with their extra-ordinary campaigns expressing gratitude and saluting the spirit of Mothers. They have tried their best to break the stereotypical image of conventional rolesof mothers byadopting easy and liberal ways to connect better with today’s generation.
Panasonic
To mark the occasion of Mother’s Day, Panasonic India, a leading diversified technology company, unveiled an insight based digital campaign – #HealthyMomsForHealthyHomes, which highlights that a mother’s wellbeing is essential for a healthy and happy family.
The campaign through its originally composed lullaby ‘NeendeinBharna’ emphasizes on the importance of a good sleep for a mother, reflecting through the tale of a family ensuring that the new mother receives sufficient rest and uninterrupted sleep.
With the lullaby ‘NeendeinBharna’ playing in the background, the film opens onto a room with a bassinet and all family members gently passing around it without making a sound – be it the mother-in-law silently keeping the milk bottle on the table or signaling her son not to make any noise. However, there is a commotion as the baby in the bassinet drops the rattle and the mother, who was asleep next to the baby, wakes up with the sound. The film then reveals that everyone was tip toeing around so as to let the mother have an undisturbed sleep. The husband reassures her that the baby is fine, and insists she goes back to sleep peacefully.
KOO
Saluting the unconditional love, affection and resilience of mothers, Koo’s new campaign this Mother’s Day motivates users to express their gratitude through #MummyYaar. The campaign captures the dedication and resolve of mothers as they enthusiastically embrace the ever-evolving medium of social media, express themselves in a language of their choice, and connect with like-minded users in this digital era. It showcases mothers as a solid force who strive to achieve the unthinkable, while enhancing the lives of their children and those around them.
In addition to the nostalgic video, Koo has also announced an engaging contest inviting users to share quirks from their mothers’ social media journeys, which had them exclaim “mummy, yaar”. Users have already been creatively Kooing their #MummyYaar moments through memes, videos and posts. Popular celebrities and influencers have also enthusiastically participated in this unique campaign by showcasing their #MummyYaar moments that are being thoroughly enjoyed by users on Koo. Winners of this contest will be rewarded with exciting goodies.
Aachho
Aachho, one of India’s leading ethnic fashion brands launched a new campaign on the occasion of Mother’s Day with a powerful video and a 6-part photo series. Highlighting the six supermoms from Jaipur, including the brand founder Rimjhim Hada, the campaign brought to light the inspiring stories of varied kinds of mothers, going through different phases of motherhood.
Acknowledging the sacrifices they make and the struggles they endure, the brand goes beyond to dive a little deeper into their lives. Deepak Kalra, when she was given the news that her firstborn son suffered from cerebral palsy and severe epilepsy, it set Deepak on a path to become a guiding light not just for her son but for thousands of other children with developmental delays and disabilities. Pinkee Tamra, another supermom from Jaipur single-handedly raised her two children after walking out of an abusive marriage. From running a salon to becoming a yoga instructor and organizing DJ-club parties, she turned every obstacle into an opportunity and is living her life queen size.
Truly, their Mother’s Day campaign portrays the diversity of moms and how each of them has carved their own paths to find success, happiness, and contentment.
Nestle India
This Mothers Day Nestlé MILKYBAR is celebrating mothers for always believing in their kids imagination. The campaign highlights how a mother always encourages them to wonder and imagine which makes them learn and be better prepared for the future. This Mothers’ Day MILKYBAR says, ‘Mummy Ne Kaha Hai Ho Sakta Hai’.
The beauty of this thought and relationship has been captured through unique illustrations and a story-telling style by renowned illustrator Alicia Souza who has created heart-warming illustrations in partnership with MILKYBAR.
SBI General Insurance
To mark International Mother’s Day, SBI General, one of India’s leading General Insurance companies has unveiled a very special digital film #MaaHealthMyDuty showcasing the heart-warming relationship shared between a mother and her child. The digital film urges people to take a pause and appreciate their mother for all that they selflessly do for us. The film aims to underline the importance of securing our mothers health through insurance.
This Mother’s Day, it’s time we change this narrative not only by appreciating the love and sacrifices of every mother but also by doing going beyond just celebrating her on just one day. The digital film #MaaHealthMyDuty goes the extra mile and encourages every Indian to love their mother back, appreciate her and secure her health for the future.
Burger King
When an expecting mother gets unexpected cravings, things get out of hand. Everything starts to look like food, and everyday objects imaginatively, turn into food items. It’s not just the cravings, it’s the irresistible craving that hits. Taking insights from this, Burger King India has launched #TheMotherOfAllCravings Campaign, with a unique twist to fulfil the ‘to be mothers’ intense cravings. The campaign has been conceptualised by Famous Innovation.
Honouring our favourite people in the world, the Mother; the campaign aims to engage expecting mothers, and will be rolling out a social media contest on Instagram and Facebook. To participate in the campaign, the ‘to be Mommys’ just need to click a picture of things that remind them of food; upload it on Instagram/ Facebook, and tag @burgerkingindia. Each such expecting mother will be rewarded with a coupon code, which can be availed to get a free Whopper.
Humanitive
Humanitive, a Delhi-based luxurious gifting brand has launched a new Social Campaign for the occasion of Mother’s Day 2022. The brand is aiming to help the destitute mothers across the country by donating 100% of the money which will be generated through the sale of their personally curated gift boxes. The Campaign wants to spread awareness about the importance of a mother and wants to celebrate all mothers of all forms, shapes and sizes.
Humanitive have also come up with specially designed gift boxes which has the power of melting the hearts of the mothers out there along with helping those less privileged mothers through deprivations faced and help bring a smile to their innocent faces.
ACI Hospitals
Celebrating the spirit of mothers, ACI Hospitals a boutique multi-speciality healthcare centre with an expertise in cardiology and oncology, has introduced a women’s special campaign called ‘WOWMOM’ for the month of May. With an aim to create awareness and promote quality healthcare for women, the campaign urges women to focus on their overall well-being and participate in regular health checkups.
As part of the campaign, ACI Hospitals will be setting up camps and offering special diagnostic packages, homecare services, cancer specific investigations and HVP vaccination for young girls throughout this month for all women across the city. Apart from this, the hospital will be focusing on key health specific days in May including; International Family Day on 15th May, World Menstrual Hygiene Day on 28th May and World Tobacco Day on 31st May by offering healthcare packages, setting up camps and creating awareness about the subject matter through a series of talks across the city.
Saraf Furniture
Under its running employee-benefitting campaign ‘Aapse Hi Toh Hum Hain’, Saraf Furniture, India’s solid wood furniture player, has announced a significant initiative to recognize the commitment of the company’s working mothers. The industry will consider the needs of the company’s women employees expecting a child as a priority and celebrate their efforts this Mother’s day.
Keeping in mind the attrition rate of women workforce in any industry for childbearing purposes and that they have hardly re-entered the market, this new initiative has been brought in. Saraf furniture has decided to extend the usual 6-month maternity leave given to expecting mothers to 1 year. The company will also take care of their medical insurance of up to Rs 2 lakhs.
This step will make it easier to take the difficult decision between having a family and having a career and provide them with sufficient time for nurturing and sharing greater family caregiving responsibility. The extended benefits under the campaign will encourage vulnerable female workers to return to the labour force after delivering their babies and help improve the health of these women.
UBON
Gadget Accessory & Consumer Electronics brand, UBON rolls out its marketing campaign ‘#RockstarMoms’, with its exceptional take for this Mother’s Day.
The new campaign ‘ #RockstarMoms’ is a break away from the standard approaches with an original twist. As a run up to mother’s day UBON releases interesting posters nationwide on the social media platforms. Every poster will connect with the audience by playing on the concept of uniqueness of the product with that of a mother.
UBON through its #RockstarMoms campaign will not just endeavour to engage with customers but will also be using the social media platform for building the brand, as digital is the future. It leads with the idea of how a mother can take on and overcome any challenges with her own unique skills, just as UBON with its unique technology. The campaign will strum the emotional chords of the unspoken love and care that every mother holds towards her responsibilities like a rockstar!
Monrow Shoes and Accessories
Monrow shoes and accessories shares its Mother’s day gifting guide to the fabulous, fearless, and fashion-forward Mothers,. The brand offers a set of heels and flats ranging from rightful metallic to evergreen neutrals and warm and pop colours, this collection has it all which is not only stylish but also boldly comfortable which has an elevated footbed, deep heel indentation, and provides the support that mothers needs throughout. It is definitely a must have fashion tool for style – obsessed mothers. With such versatile options, choose the most appropriate pair of these beauties for a trend-savvy look and let Monrow act as a cherry on top for the toast to Motherhood.
Platform 65
Renowned toy train-themed restaurant celebrated International Mother’s Day at all its branches in KPHB, Kondapur, Kompally, Dilsukhnagar, Vijayawada and Vizag. Customers at these centres were treated with special goodies and surprise gifts, bringing cheer to all the mothers, and celebrating the true spirit of motherhood.
Platform 65 also welcomed all mothers with a beautiful rose, and complimentary special desserts. Creative photo booths were also installed at all its centres where pics could be clicked and a special hashtag #[email protected] posted on their social media platform.
TTK Prestige
TTK Prestige, India’s leading kitchen appliances company, has commemorated mothers across the country with the launch of the #cookinghasnogenderdigital campaign.
The campaign sends out a powerful message that cooking isn’t the sole responsibility of the mother of the house. The video aims to change the narrative by showcasing that cooking is a shared responsibility by everyone in the family. It demonstrates that cooking as a function, is gender agnostic.
Extramarks
This Mother’s Day, leading EdTech brand Extramarks is paying tribute to every mother out there through a unique campaign called “#MeriPehliTeacher. The film honours every mother’s role as the first teacher in her child’s life. With a poetic narration and heart-warming visuals that tug on the heartstrings, Extramarks celebrates mothers for their extraordinary contribution to our life. The campaign video captures with great simplicity the real-life instances of kids’ day-to-day life and the involvement of mothers in various roles as the leader, caregiver, supporter, friend, and, most importantly, the first teacher. Each frame of the campaign video brings out the progressive relationship between a mother and a child, which has not changed even a little bit over the period. It has only evolved and become better.
Vespa
On account of Mother’s Day this year, Piaggio vehicles Pvt Ltd, manufacturer of the emblematic 2-wheelers Vespa and Aprilia celebrated India’s contemporary mothers from different parts of the country who have played a motherly role in their facets of life. With the belief that the spirit of motherhood goes beyond the stereotypical poetic image of a mother with her child, Vespa strongly believes that the embodiment of motherhood goes beyond genders, age or forms. To be able to honor and bring about their stories, Vespa collaborated with two such unique mothers who have inspired many with their own definition of motherhood.
Mahima Bhalotia from Mumbai was one of the many people who found themselves out of a corporate job during the pandemic. This gave her an opportunity to spend more time at home with her loved ones, and understood how her father needed her for the most basic tasks such as placing online orders or starting a video call. Mahima realised that just like her father there would be many aged individuals who would need help with the basic tasks. This realisation gave birth to a new-age school & initiative by Mahima called “The Social Paathshala”. The idea behind this was to have people above the age of 50 learn how to navigate around technology by starting video calls, sending WhatsApp locations, booking cabs, creating Facebook accounts to stay in touch, shopping online and so much more. Social Paathshala has helped more than 2000 people coming from diverse background like defense, medical, finance etc.
Archie Sen from Ranchi, a young girl in her mid-twenties, realised that during the pandemic with restrictions, curfews and limited movement of people, stray dogs were devoid of even the most basic form of nourishment. She took it upon herself to deworm, feed and vaccinate the dogs in and around her area to keep them healthy and safe from any diseases. Along with that, our inspiring mom-warrior also organized fundraisers and adoption drives to help the strays in need. While narrating this story on the Vespa lent to her for a day, Archie mentioned taking a puppy to a nearby clinic for treatment. This form of selfless motherly love displayed by Archie showcases that we have moved beyond the old-age notion of what a mother’s love is.
CEAT
CEAT Tyres launched a new campaign #SheGoesTheExtraMile on Mother’s Day to appreciate moms for always being there for us and going that extra mile to ensure our life is smooth and safe.
The Film has been conceptualized by Kinnect. It showcases a mother and son’s day-to-day life, in which we see the mom going beyond for her child in various ways, be it expressing her affection, care, or protection.The things that moms do for you, in big or small ways, always come from a space of doing a little more for you. The film depicts the same in a heartwarming way, giving out a message that nobody can do as much as moms do for us.
Kotak Mahindra Bank
Kotak Mahindra Bank Limited(“KMBL”/“Kotak”) has released a special song celebrating the indomitable spirit of modern mothers.The song, composed by popular singer Shaan, has been released under KMBL’s #GoForItMomcampaign that celebrates the go-getter spirit of new-age moms. Kotak Silk, a banking programmeexclusively for women, recognises and appreciates the mettle of mothers who pursue their dreamswhile balancing their familial responsibilities.
“Meri Udaan” – a song by Moms, for Moms – is written by Mahimma Bharadwaj and is beautifully sungby four mothers – Rajalakshmee Sanjay, Arpita Chakraborty, Prajakta Ranade, and Dr. Neha Rajpal. Thesong echoes how today’s mothers do not let their dreams be hampered by any barrier. While the songis primarily in Hindi, it also has multilingual verses in Tamil, Marathi, Bengali and Punjabi. The video features the four singer Moms and is interspersed with their photographs along with their children.
BIBA
BIBA, the leading Indian wear brand, has come up with their latest digital campaign titled “Project Ghar”, the film Project Ghar touches upon how mothers build a safe and fulfilling environment for her family &how they prioritise their children’s dreams and desires, while putting her own on the side and finding happiness and success in her children’s success. The film urges the children and the spouse to plan and honor the mother’s dedication by helping her to tick off her Wishlist.
The film opens with the common hustle of arranging the table before dinner. Both the son and daughter give their mother good news that they got promotion and appraisal in their office. The girl soon hands over a piece of folded paper to her mother. The mother opens the paper and reads a bucket list. It reads Switzerland mountain top trip, learning a new instrument, meeting a film celebrity, small business owner, solo trip to Gangotri, Disneyland with best friends and start an NGO.
Soon the film goes into a flashback, which showcases the mother as a young woman preparing her bucket list which matches with what her daughter outs down, but because of her decision to be a full-time mother, the mothers bucket list has never come true. The mother is shocked to read her Bucketlist after so many years. That’s when her husband thanks her for managing one of the biggest projects of their family successfully- ‘Project Ghar’ and goes on to wish her Happy Mother’s Day by gifting her RedBIBA dress in a box as a bonus for her successful project. The film subtly touches upon the sacrificial nature of the mothers and how they go on living and performing that role, sideling their own dreams and Wishlist. It’s time for her near and loved ones to acknowledge her sacrifices & find a way to honor her wishes and help her fulfill her dreams.
Tata Capital
Tata Capital has rolled out a digital film, #xyz, which celebrates Mother’s Day with small moments of motherhood. A heartwarming highlight of the everyday relationship between a mother and child, it showcases moments that become memories.
The film portrays certain nuances and behavioural traits that most Indian moms exhibit, and the funny, relatable instances that make a mother-child relationship special.
Babu Culture
Mother’s Day is a celebration honoring the journey of motherhood, maternal bonds and influence of them in one’s life. So to celebrate Mother’s Day, Babu Culture, where Kolkata meets Calcutta has organized a special lunch with Aritra Dasguta, a modern Indian Film Pop and Ghazal singer and the finalist of Zee Bangla Sa Re Ga Ma Pa (2014) with his mother Runa Dasgupta and Tollywood actress Konineeka Bandtopadhyay with her daughter by indulging in one of Babu Culture’s tailor-made menus which will leave your mother feeling nothing short of spoilt. Babu Culture has created an exclusive gift for all Mothers on their special day.
Babu Culture’s Executive Chef has crafted luxurious dishes like MocharMalai Chop; MashladarAnarashBhaja; PuiChingri Bora; ShankarpuriKakra; NarkelShorshediyePotol-er-paglami; Shosar-r-Shukto; MurgirHaanrir Dom jhol and many more delicacies. Those really looking to impress should head to one of the city’s best restaurants with a view for ‘BangalianayBabu Culture”.
Nilon
Nilon’s on the occasion of Mother’s Day decided to celebrate the entrepreneurship spirit among all the mothers. Nilon’s will give 15 Mothers from various walks of life a platform to pursue their entrepreneurship journey through their ‘PyaarAchaaraurMauka’ initiative. This Mother’s Day Nilon’s decided to acknowledge the hard work and dedication of these real mothers. To all the true heroes, the Nilon’s family will never forget your contribution that has shaped our lives.
