MUMBAI: Sabhyata, an ethnic wear brand has unveiled its latest Diwali campaign, #CelebratingMotherhood. The company said that it focusses on spotlighting the essence of womanhood through their festive campaigns. Sabhyata now looks to take it further this year by focusing on motherhood—highlighting the importance of supporting new mothers and creating empathetic work environments that foster their growth.
The campaign film, starring Mahathi Ramesh (Kho Gaye Hum Kahan, Unpaused) and seasoned actor Gagan Dev Riar (Scam 2003- The Telgi Story) is set against the vibrant backdrop of Diwali. It captures a heartwarming interaction between a manager and Chhavi, a driven employee returning from maternity leave to lead a project. In a candid conversation, the manager enquires about her frequent visits to a storage room, unaware that it is the only private space she can find to pump breast milk for her baby. The film explores the guilt many ambitious mothers feel while balancing their careers with personal responsibilities, underscoring the challenges new mothers face in environments lacking adequate support.
In a touching turn of events, the manager sends Chhavi back to the storage room to retrieve some personal items. When she arrives, she finds the room transformed into a Mother’s Room, complete with a Sabhyata Gift bag and a card wishing her luck on the new project—an act of accountability and celebration, acknowledging the overdue need for such a space.
Through #CelebratingMotherhood, Sabhyata aims to shed light on the challenges new mothers encounter in today’s India, emphasising the role that workplaces and society can play in supporting their well-being. The campaign also subtly celebrates modern Indian women’s love for ethnic wear at the workplace, reflecting the brand’s ethos.
Chayan Verma, Marketing Head, Sabhyata said, “At Sabhyata, celebrating the strength and beauty of womanhood has always been at the heart of what we do. This campaign addresses a real issue faced by working mothers—privacy and support at the workplace. While maternity leave is important, it’s often not enough to help women transition smoothly back into their careers. The idea for this campaign came from conversations with mothers who struggled to find private spaces to pump breast milk. This affects their ability to fully reintegrate into the workforce despite their commitment. We believe it’s essential for organisations to foster an empathetic environment that supports new mothers, empowering them to succeed. Through this campaign, we hope to spark conversations that drive meaningful change.”
Manish Sharma, director, P se Picture, said, “While writing this story I realised that corporate culture often overlooks the full reality of a working woman’s life. But when a workplace truly cares and supports her role as a mother, she thrives—and so does the company. It’s time we reimagine what success looks like for working mothers.”
The campaign adopts a digital-first approach and will be promoted across all of Sabhyata’s social media platforms. Additionally, the video will be screened at Sabhyata stores nationwide to ensure the message reaches customers directly.
This campaign looks to reflect Sabhyata’s ongoing commitment to celebrating life’s pivotal moments while advocating for progressive change that uplifts women.
https://www.youtube.com/watch?v=yKxfJ-lBBEA
