Mumbai: Plush has unveiled its new “Here For You, Mama!” campaign this Mother’s Day, drawing attention to the often-overlooked realities of postpartum care and recovery after childbirth.
At the heart of the campaign is a social experiment that explores how attention overwhelmingly shifts to the newborn while the mother’s needs are frequently neglected. Participants in the experiment were asked a simple question: “Someone you know just gave birth. What will you take when you visit them?” and were given ₹1000 to make their purchase choices.
Almost every participant instinctively bought gifts for the baby, reinforcing a familiar reality — while families and friends prepare extensively for the newborn, very few consider what the mother experiences physically and emotionally after childbirth.
The campaign highlights the challenges women face during the postpartum phase, including physical recovery, hormonal changes, exhaustion, discomfort, and emotional stress, all of which often remain invisible despite the immense support mothers require during this transition.
Dr. Mitali, Obstetrician & Gynaecologist, added, “Postpartum care is essential, yet mothers are often overlooked during one of the most physically and emotionally demanding phases of their lives. Recovery after childbirth impacts both physical healing and mental well-being, which is why postpartum preparation is just as important as preparing for the baby. Plush’s maternity range is designed specifically for heavy postpartum flow while being free from harsh chemicals and fragrances, making it safer and gentler for sensitive, healing skin.”
Alongside the campaign, Plush has also introduced its new Maternity Range, specifically developed for postpartum recovery with a focus on hygiene, safety, and comfort.
The range includes maternity pads and maternity panties designed to absorb heavy postpartum flow, clots, and tissue while remaining gentle on healing skin. The products are free from harsh chemicals and added fragrances, making them suitable for sensitive skin during recovery. The 410mm ultra-thin pads feature a high-capacity twin-core absorption system, while the maternity panties provide full coverage and can absorb the equivalent of up to four pads without adding bulk.
Commenting on the initiative, Ketan Munoth, Co-founder, Plush, said, “We realised that while everyone prepares for the baby, very few prepare for the mother. With this campaign, we want to remind people to show up for her too.”
Through the “Here For You, Mama!” campaign, Plush aims to spark wider conversations around postpartum recovery and encourage families, partners, and loved ones to extend the same care and attention to mothers that they naturally offer to newborns.
