As Mother’s Day approaches, brands across India are stepping up to celebrate the unparalleled love, sacrifice, and dedication of mothers through heartfelt campaigns that capture the essence of maternal bonds. From insurance giants to entertainment conglomerates, each campaign aims to shine a spotlight on the remarkable spirit of motherhood and the invaluable contributions mothers make to their families and society as a whole. SBI Life Insurance, Bandhan Life Insurance, and ZEE Network are among the companies that have released touching digital films, each portraying different facets of motherhood and the unique roles mothers play in their children’s lives. These films not only highlight the sacrifices mothers make but also emphasize the importance of recognizing their individual identities and needs.
Pocket FM and Sleepwell take a personal approach, paying tribute to the cherished bond between employees and their mothers, while shedding light on the challenges mothers face, such as sleep deprivation, in their relentless pursuit of nurturing their children. On the other hand, brands like MG Motor India and McDonald’s India delve into storytelling to capture the essence of maternal love and wisdom, showcasing how mothers are the original guides in life, offering unconditional support and care to their children. EPIA’s groundbreaking campaign challenges societal norms by advocating for women’s reproductive rights and the freedom to choose motherhood on their own terms, while Shoppers Stop and R for Rabbit focus on pampering mothers with well-deserved breaks and innovative lullabies, respectively.
With each campaign, these brands not only celebrate Mother’s Day but also remind us of the immeasurable impact mothers have on our lives and the importance of expressing gratitude for their selfless love and sacrifices.
SUGAR Cosmetics
SUGAR Cosmetics, one of India’s leading omnichannel beauty companies and a cult favorite amongst Gen Z and Millennial consumers,concludes their Mother’s Daycampaign, #AllMomsAreGoodMoms,featuring celebrated mom influencers,Kishwer Merchant, Mili Jhaveri, Smriti Khanna.
Mothers, amidst their selfless caregiving, often doubt if they’re fulfilling motherhood, despite managing work, sacrificing personal plans, and feeling guilty for not doing more for their children. The #AllMomAreGoodMoms campaign encourages mothers to combat “mom guilt,” chase their dreams, prioritize self-care, and redefine motherhood on their own terms.
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Cochlear
In the gentle quiet of life’s first moments, a mother’s soothing hum forms an indelible link with her newborn, conveying love and security without words. Cochlear, a pioneer in hearing solutions, releases an evocative film this Mother’s Day that captures the essence of this fundamental connection, offering a poignant tribute to mothers everywhere.
Titled #HearforGood, the ad film delves into the emotional journey of motherhood, illustrating how a simple hum can be a powerful expression of love and an essential part of the early bonding experience. By focusing on these tender interactions, Cochlear not only celebrates the profound impact of maternal love but also emphasizes the crucial need for newborn hearing screenings.
Ritebite Max Protein
Ritebite Max Protein’s #MyMummyStrongest campaign for Mother’s Day aims to empower mothers to prioritize their physical health and strength, recognizing their multitude of responsibilities and the need to care for themselves.
The brand encourages mothers to make self-care a lasting habit, promoting both physical fitness and mental well-being by viewing the gym as a second home. Ritebite Max Protein’s campaign raises awareness about the vital role self-care plays in a mother’s life.
With Schbang, the brand generated pre-launch buzz through a quirky video strategy, capturing audience curiosity and anticipation effectively. This approach left viewers eager for more details on the upcoming campaign.
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Safed Detergent
Safed Detergent unveils a heartfelt Mother’s Day campaign celebrating the purity of a mother’s love with the theme “Na koi daag, Na koi bhed, ek maa hi to hai, jiska dil hai sabse safed”.
Despite biases and divisions, Safed Detergent’s campaign beautifully highlights how a mother’s love surpasses all boundaries, emphasizing its selfless and pure nature regardless of circumstances. The campaign strikes a chord with audiences by depicting the boundless love and unconditional acceptance that define a mother’s relationship with her child.
British Airways
British Airways soars this Mother’s Day with a touching video featuring a Mumbai mother-daughter cabin crew duo, highlighting their extraordinary legacy in the sky painted with love stories.
British Airways’ video showcases the touching journey of Neita and Fleur, reflecting their deep aviation passion across generations. Neita’s 36-year career at the airline guides Fleur as she begins her cabin crew journey, illustrating their shared love for aviation at British Airways.
HDFC Mutual Fund
HDFC Mutual Fund’s new Mother’s Day film emphasizes children mirroring parents in financial matters and encourages mothers to start securing their family’s future through SIP.
This film portrays how mothers influence their children’s life choices by showing a young mother reading with her daughter, who mimics her actions. It emphasizes that children mirror their parents’ behavior, highlighting the importance of teaching financial responsibility early for future success.
Annapurna Group
Annapurna Group, an FMCG firm with over 70 years of experience in delivering pure and delightful products, is coming out with a thoughtful film on this Mother’s Day. Titled Birth of a Mother, this cinematic masterpiece celebrates the essence of motherhood and pays tribute to the profound influence of mothers in our lives.
Motherhood stands as nature’s most immaculate offering, encapsulating the epitome of purity and grace. The connection shared with a mother transcends mere words; it is a beacon of authenticity, embodying the most genuine and profound connection one can encounter in a lifetime.
Through this film, Annapurna Group and Artha Creations aim to evoke reflection on the purity of maternal love and the profound bond between mother and child, as expressed by director Vinay Jaiswal and Subir Ghosh, MD of Annapurna Group. Jaiswal’s creativity and vision have beautifully portrayed motherhood’s purity.
SBI Life Insurance
In a tribute to the remarkable spirit of motherhood, intertwined with professional ambition, SBI Life Insurance released a new ‘Mummy Ki Apni Pehchaan’ digital film which aims to highlight the invaluable contributions made by mothers to embrace their identity as a Life Mitra i.e. SBI Life’s insurance agent, who also act as financial advisors for their client’s families, while continuing to be the caregivers for their own loved ones. The film highlights how one such Life Mitra becomes an inspiration for her daughter, when she steps in her mother’s shoes for a day.
The digital film unfolds with a heart-warming scene in an ordinary household, where a mother in her early 40’s is seen managing her professional duty as a ‘Life insurance advisor’ along with her personal responsibility. Struggling with a sore throat, the woman is seen taking a few work calls. Post the calls, her daughter comes in and offers to take over her mother’s work calls for the day, showcasing her eagerness to help her mother rest. A montage follows, depicting the daughter diligently taking calls, taking notes, and attempting to handle her mother’s workload. The mother is amused and proud to see her daughter’s enthusiasm and effort. During a conversation over a meal, the daughter realizes that her mother’s job involves providing advice and understanding people’s needs to guide them appropriately. She expresses her admiration towards her mother’s role as a ‘Life Mitra’ and is inspired by the way her mother manages everything from work to home needs.
Amazon Prime Video:
Amazon Prime Video, in partnership with Bare Bones Collective, has released a Mother’s Day campaign that will stream straight into our hearts. Written and conceptualized by Bare Bones Collective, the “Prime Entertainer” campaign gives a sweet salute to all the mothers who constantly acted as a source of entertainment to restless toddlers around the world.
The video showcases moms from all around effortlessly donning their entertainment hats; it’s like they just know. The adorable video portrays their innate ability to make us laugh, cheer and entertain. They instinctively know how to pull out all the stops, reminding us all of our childhood days! What makes the campaign unique is how it takes a simple idea to convey the thought about the multitude of responsibilities that mothers quietly shoulder. It’s a recognition long overdue amidst the myriad distractions life has offered us.
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Bandhan Life Insurance
Bandhan Life Insurance launched a campaign on Mother’s Day titled ‘Maa Ki Udaan, Bandhan Se’. This digital film beautifully extends the brand’s philosophy of ‘Bharat Ki Udaan, Bandhan Se’ by celebrating the powerful, unspoken bond between mothers and children.
The story follows a mother whose day is disrupted by a case of the hiccups. Despite her best efforts, nothing seems to work until her son returns home with a bruised elbow. But wait! Here is where the magic happens. As she kneels to care for him, her hiccups vanish – a heartwarming reminder of a mother’s protective nature and the unique connection she shares with her child.
Johnson’s Baby:
Baby skincare brand Johnson’s Baby launches a digital film titled ‘The Long Wait for Day 1’, a heartfelt tribute to mothers and their motherhood/pregnancy journey. On Mother’s Day, Johnson’s Baby’s latest film conceptualised by DDB Mudra celebrates the different journeys of mothers, including adoption, in vitro fertilization (IVF), or preterm and reinforces the brand’s commitment to supporting motherhood in all its forms.
As an extension of Johnson’s Baby #PromisePehlePalSe campaign, ‘The Long Wait for Day 1’ follows the poignant stories of Neha, Maya, and Geet, each embarking on their unique paths to motherhood. From the anticipation of waiting on a hospital bed to the flashbacks of their journeys, the film captures the emotional resilience of mothers.
This Mother’s Day, Johnson’s Baby celebrates the occasion with popular national and regional celebrities and influencers with #JourneyToDay1 campaign engaging 1000+ mums on various communities.
ZEE Entertainment:
ZEE, the media & entertainment conglomerate, has released a touching Mother’s Day film, with a heartfelt message for mothers to also think about themselves for once – that amidst the ceaseless duties of motherhood, it’s crucial for moms to pause, reflect on their own little hopes and aspirations, and celebrate the simple joys of life that bring them happiness. The film underscores how mothers often lose sight of their own identity while prioritizing the needs of their loved ones. This Mother’s Day, the ZEE Network urges mothers to vote for themselves and reclaim moments of self-discovery, embrace the small pleasures in life, and listen to the whispers of their own hearts. It is a tribute to the giving nature of mothers worldwide, urging them to embrace their individuality and prioritize self-care amidst the beautiful chaos of motherhood.
Pocket FM
As Mother’s Day approaches, audio series platform Pocket FM unveiled a touching tribute video celebrating the cherished bond between its employees and their mothers. This heartwarming video brings back the mother-kid moments and reflects the heartfelt connections every employee has with their mothers.
In a world where digital connections often overshadow personal moments, Pocket FM is honoring the invaluable role that mothers play in shaping our lives. The video captures candid moments and heart-to-heart conversations, offering a glimpse into the profound impact that these remarkable women have had on their children.
Sleepwell
Sleepwell, the mattress brand has created a special ode to moms who lose their sleep in the pursuit of raising their child, but do it all with a smile on their face. The campaign titled #SleeplessMoms narrates the story of the unsung efforts of mothers and ignorance of their sacrifice and resilience.
The campaign idea germinated from the findings of a survey called the Indian Sleep Disorders Association where it was revealed that on average, Indian mothers get 1-2 hours less sleep per night compared to their non-parent counterparts. This staggering statistic sheds light on the reality of sleep deprivation in our society and its impact on maternal well-being. It also takes a toll on their cognitive abilities where another research from All India Institute of Medical Sciences found that sleep-deprived mothers experience a 20% decrease in cognitive function.
Sleepwell took to its social media platforms to spread awareness about these concerning statistics with thought-provoking creatives and questions to not just spread awareness but also question the biases of the audience.
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MG Motor India
MG Motor India launched a heartwarming campaign, ‘It’s a Motherly Thing,’ celebrating mothers’ unmatched love and wisdom. The campaign features a film highlighting the unique bond between a mother and her child, drawing parallels between a mother’s instinctive care and the modern-day AI assistant in the MG Astor.
The film showcases various scenarios where a mother’s voice acts as a guide and course corrector, much like the AI assistant in the MG Astor. It portrays that while AI may have come later to guide us, our mothers have always been our original guides in life. Through the lens of different situations, the film emphasizes mothers’ essential role in guiding and protecting us, just like the safety features such as ADAS in our cars.
As the film progresses, viewers witness the son realizing the profound wisdom behind his mother’s advice and the Astor’s interventions. The campaign concludes with a poignant twist to the brand tagline, changing it from ‘It’s a human thing‘ to ‘It’s a motherly thing,’ underscoring the campaign’s essence that caring and being protective is truly a motherly trait, much like the AI and technology that keep us shielded.
Mother’s Recipe
Mother’s Recipe, known for its tasty flavors, has launched a touching TVC campaign in honour of Mother’s Day. The campaignbeautifully portrays the unwavering love and care mothers shower upon their children, reflected in the food they lovingly prepare.
Mother’s Recipe honors Moms’ nurturing role with a TVC showing the love in every meal they make. Enjoy up to 50% discounts on their website to mark this special day.
EPIA
As Mother’s Day approaches, EPIA, India’s company dedicated to empowering women’s reproductive health through affordable egg-freezing services, is proud to unveil its groundbreaking campaign “Every Mom Deserves a Choice.” In a world where societal pressures often dictate timelines for starting a family, EPIA’s new campaign seeks to revolutionize the narrative and champion the idea that every woman deserves the choice to become a mother on her terms without compromising her independence or personal ambitions through the revolutionary concept of egg-freezing.
The primary goal of the campaign is to raise awareness about egg freezing as a viable option for women to preserve their fertility and exercise control over their reproductive futures. By leveraging the power of social media, EPIA aims to reach women of all ages and backgrounds, sparking conversations and dispelling myths surrounding fertility preservation.
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McDonald’s India
On Mother’s Day, McDonald’s India – North and East is celebrating the special bond between mothers and their children with a heartwarming story that captures the true essence of childhood innocence, unconditional love, and gratitude.
Experience the touching story of Ashu, an 8-year-old boy pouring his heart into a handmade greeting card, determined to make Mother’s Day special for “the world’s best mom”.
Through powerful storytelling, McDonald’s brings forth the essence of mothers’ unconditional and selfless love for their families and reminds us that it’s time of the year to give them a treat. The brand is committed to providing a warm and welcoming environment where moms can relax in the company of their loved ones, while enjoying delicious food and create memories that will last a lifetime.
To add to the joy of Mother’s Day celebrations, McDonald’s has introduced exclusive Mother’s Day offers available on the McDonald’s app, valid till 12 May 2024.
Shoppers Stop
Shoppers Stop launched Mother’s Day campaign, conceptualized by Makani Creatives, the”#TakeABreakMom” campaign throws tradition out the window and focuses on something mothers truly deserve – A Well-Deserved Break!
They are also offering complimentary personal shopper services, where a dedicated expert can guide Mom through the vast array of 150,000+ styles and help her find the perfect outfit for any occasion.
R for Rabbit
R For Rabbit, renowned for its premium baby products, unveiled a groundbreaking Mother’s Day ad campaign, introducing the world to the first-ever lullaby designed exclusively for mothers. This innovative initiative is a heartfelt tribute to the boundless love and sacrifice of mothers worldwide, aiming to redefine the celebration of motherhood by honouring the nurturing spirit of moms.
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Duroflex
Duroflex, the sleep solutions provider, has launched a heartfelt campaign for Mother’s Day aimed at addressing the issues that the late-night work culture imposes on their mothers. Most mothers find themselves working beyond official work hours, which gets in the way of their time to unwind and relax after a long, tiring day.
Duroflex’s #9KeBaadNo campaign highlights the struggles of working moms who face sleep disruptions due to late-night work calls and emails, affecting their health. By advocating for no work after 9 pm, the brand promotes uninterrupted sleep for these hard-working mothers, involving children in protecting their moms’ rest.
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Swiggy
As Mothers’ Day approaches, Swiggy, India’s pioneering on-demand convenience platform, is going the extra mile with a touching Mothers’ Day Campaign, dedicated to honoring the heart of every household: Mothers. Titled “Delighting Your Mom”, the campaign revolves around the theme of siblings competing to delight their mom with special treats, all delivered through Swiggy Food.
Set within the heart of a quintessential Indian household, the film unfolds the touching narrative of a mother embraced in love and surprises from her adoring children. The film opens in a living room, where a mother is seen scrolling through her phone. Her son then surprises her with a chocolate pastry, followed by her daughter presenting a heart-shaped cake. The siblings exchange a knowing glance, and the competition begins. From photo cakes to cupcakes forming the word ‘MOM,’ the film showcases the siblings’ efforts to outdo each other in making their mother feel loved.
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Asian Paints
Asian Paints’ Mother’s Day campaign blends fun and nostalgia, showing millennials how they are becoming like their mothers through three quirky digital films under #JustLikeMoms. Just like every mother has the innate ability to transform homes into a sanctuary with her love, laughter and warmth, Asian Paints vibrantly transforms homes with their diverse offerings.
FCB Kinnect’s digital films showcase mothers’ value with playful narratives, focusing on familiar dialogues and gestures that resonate across generations, like “Yehtohgharpebhibanjayega” and classic eye rolls with “Kids these days,” exploring our adoption of maternal mannerisms. The films smoothly feature Asian Paints’ top brands like Royale Play textures, Sabyasachi for Nilaya furnishings, and ezyCR8 DIY range without overshadowing the emotional core of the stories.
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AIWA India
AIWA India, an audio technology brand, has launched its latest digital campaign, #MomFriendly, celebrating the multifaceted roles of mothers and the versatility of AIWA India’s Luxury Acoustics.
The objective of the campaign is to spotlight the parallel between the adaptability of moms in their various roles and the portability of Luxury Acoustics by AIWA India. Through this initiative, AIWA India aims to enhance brand awareness, foster engagement, and underscore the user-friendliness of its products.
Organic Tattva
In a heartwarming celebration of the purest form of love – a mother’s love – Organic Tattva, an organic food brand, recently conducted a unique social experiment. Two students were invited to pack a “Dabba of Happiness” for their mothers, featuring a dish cherished by them cooked by their mother, recreated using Organic Tattva’s range of organic products.
The experiment connected a mother’s love purity to Organic Tattva’s ingredients, highlighting authenticity in food sourcing from certified organic farms and passing 250 pesticides tests before reaching kitchens.
The students cooked their mothers’ favorite dishes using Organic Tattva’s pure products. Every ingredient, from organic spices to grains and mustard oil, reflected purity and love in the experiment.
NueGo
NueGo, an ac electric bus brand, honors supermoms who balance motherhood with professionalism in transportation. They drive NueGo’s mission for safe, eco-friendly travel experiences.
These mothers across various roles at NueGo extend their nurturing spirit to every guest, creating a warm environment throughout their journey. They expertly balance work demands and family, showcasing unconditional love and commitment to guests.
The #MaaJaisaCare campaign by NueGo highlights extraordinary mothers, sharing inspiring stories and recognizing the invaluable contributions of #MothersOfNueGo to sustainable mobility and communities.
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Third Wave Coffee
Third Wave Coffee recently wrapped up its week-long Mother’s Day campaign, honoring mothers as unsung heroes. The campaign aimed to celebrate motherhood, highlighting the love and resilience that mothers embody through various activities.
Starting by celebrating the extraordinary women in our lives with the launch of “Mama’s Brew Crew,” a Coffee recipe book curated by the Third Wave Coffee community, this heartwarming collection features coffee and coffee-inspired recipes for food and beverages. Compiled with love, the recipe book is a testament to the cherished memories and culinary legacies passed down through generations. More than just a collection of recipes, “Mama’s Brew Crew” offers a glimpse into the special coffee rituals and traditions passed down through generations, and celebrates the timeless bond between mothers and their loved ones.
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Himalaya BabyCare
Moms are the epitome of strength, and this Mother’s Day, Himalaya Wellness Company, a wellness brand, unveils a touching film. Titled #StrengthOfLove, this film is a heartfelt tribute to the incredible resilience of moms and intends to celebrate the natural strength and love that mothers embody, showcased through everyday tasks and challenges they handle while managing their little ones.
Through this beautiful digital film, Himalaya highlights a mother’s subtle and understated yet profound and enduring strength, symbolized by her ability to nurture her little one with love, dedication, and resilience.
