Mumbai: Philips which works in health technology has unveiled a campaign video this Breastfeeding Week 2024. As part of the ongoing #ShareTheCare initiative, Philips Avent presents a touching narrative captured through a social endeavour, designed to deeply connect with new parents and their families across the nation.
The latest Philips Avent campaign sheds light on the often solitary and demanding journey of motherhood in India. It highlights the sacrifices that mothers make, striving to provide the best for their children while frequently setting aside their own needs in deference to strong familial values. At Philips Avent, the company’s commitment it said extends beyond the well-being of babies as it designs the products to support the entire family. The company added that it aims to foster a sense of community and thus enable families to actively participate in the motherhood journey, creating a nurturing environment for both mothers and their children.
The video opens with three mothers, each tenderly cradling their babies, share their personal breastfeeding experiences. In separate rooms, their husbands and families watch via a live feed, listening intently as the mothers discuss the joy and importance of breastfeeding. They speak of the profound bond it fosters with their babies and highlight the nutritional benefits of breast milk. However, they also candidly discuss the challenges they face – initial struggles with latching, moments of soreness, and the physical strain.
As the mothers share their stories, the film captures the husbands’ and their families’ reaction – a mix of empathy and frustration at being unable to directly alleviate their wives’ or daughter-in- law’s difficulties. Moved by their spouses’ sincerity, the scene transitions into a heartwarming gesture as the husband surprises his wife with a Philips Avent Electric Breast Pump. The mothers’ face lights up with appreciation and relief.
Vidyut Kaul, head personal health, Philips Growth Region said, “At Philips, we are dedicated to supporting mothers every step of the way. This campaign video is more than just a social endeavour; it’s a reflection of our commitment to supporting families. Our Philips Avent range of products are designed for comfort and convenience, empowering mothers to nourish and care for their babies with ease. Through our #ShareTheCare initiative, we aim to create a supportive community where families can thrive, enhancing the breastfeeding experience and fostering strong bonds between parents and children.”
Pledges can be registered at www.sharethecare.today.
