Brand campaigns celebrate values associated with motherhood

Kotak Life film highlights the legacy of mothers’ teachings

Kotak Life Insurance partnered with Wondrlab to release a Mother's Day film highlighting maternal legacy. The campaign centres on the concept of ‘Viraasat’ (heritage), focusing on how mothers pass down values through everyday actions rather than grand gestures. The film shifts away from conventional emotional narratives to showcase how routine moments create lasting impact. The campaign explores how mothers prepare children for the world through subtle life lessons that shape their character and choices. Kotak Life's campaign attempts to differentiate itself in the crowded Mother's Day marketing space by emphasising the educational aspect of maternal relationships. Rather than focusing solely on emotional bonds, the film highlights the practical wisdom transmitted from mother to child. The campaign is available on YouTube.

Badshah Masala campaign reverses family mealtime tradition

Spice brand Badshah Masala launched the 'Maa First' campaign challenging the tradition of mothers eating last in Indian households. The campaign acknowledges that mothers often delay their meals to serve family members first. Executed by Tonic Worldwide, the initiative featured social media influencers preparing meals for their mothers and serving them first, reversing typical family dining order. Participants used Badshah Masala products and the company's chatbot service to create dishes. The campaign gained traction through Instagram posts by influencers including Seema Marathe, Sonia Kotak and Ansh Dhote. Each post demonstrated the cooking process and highlighted the concept of prioritising mothers during mealtimes.  Through this campaign, Badshah Masala aims to promote small behavioural changes in family dynamics. The company positioned the initiative as a practical demonstration of appreciation rather than a symbolic gesture for Mother's Day. The campaign has been launched across multiple social media platforms.

Siyaram's film highlights the priority of mothers' calls

Textile company Siyaram's released a Mother's Day film titled 'A Mother's Love – The Only Call That Matters' highlighting familial communication. The campaign focuses on the importance of answering calls from mothers despite busy schedules. The film presents the contrast between professional commitments and personal relationships, suggesting that maternal connections should take priority over work demands. Siyaram's connected the campaign to its brand values of tradition and family bonds. Developed by AGENCY09, the film aims for emotional resonance through relatable situations. The campaign encourages viewers to share reconnection moments using the hashtag #TheOnlyCallThatMatters. The film has been released across digital platforms.

Heritage Foods' ad emphasises learning over winning

Dairy company Heritage Foods launched a Mother's Day campaign titled 'The Power of Learning over Winning' connecting mothers' guidance with childhood development. The campaign positions milk as a nutritional support for learning processes. The 360-degree campaign focuses on mothers encouraging children to prioritise progress over perfection and curiosity over competition. Heritage Foods connects its dairy products to cognitive and emotional development beyond physical growth. A television commercial accompanies the campaign, showing milk's role in supporting childhood learning experiences. Heritage Foods emphasises its quality testing process, with 500 quality specialists conducting 25 tests daily. The company operates across 16 Indian states with particular presence in Andhra Pradesh and Telangana. Heritage Foods serves approximately 15 lakh households and maintains relationships with three lakh farmers through a network of 7,200 distributors.

IGP creates interactive floral experiences nationwide

Gifting platform IGP launched multiple Mother's Day initiatives including an on-ground activation called Flower Fiesta. The company deployed flower-decorated bikes through city streets as part of its 'Made for Moms' campaign. IGP collaborated with saree brand Suta for a public flower arrangement workshop where participants created bouquets to honour mothers. Additional partnerships with Titan Skinn and Teejh resulted in curated Mother's Day gift hampers. The campaign included digital marketing components featuring lifestyle brands and influencers participating with their mothers. IGP aimed to create experiences beyond material gifts through these collaborative events. Headquartered in Mumbai with offices in Singapore and Dubai, IGP operates in 150 countries and 1,000 Indian cities. The company offers delivery services including 30-minute options in 30 cities and same-day delivery in 400 locations. IGP maintains an inventory of festival merchandise, fresh flowers, cakes, plants, gourmet foods and personalised products. The company reports delivering to two crore customers worldwide through online platforms and three physical stores.

Simply Fresh celebrates non-traditional parenting roles

Edible oil brand Simply Fresh launched a Mother's Day campaign titled #MakiKamiPooriKi celebrating non-traditional parenting roles. The campaign features a story about a child whose father fulfils both parental roles following the mother's death. The campaign runs from 8-11 May across digital platforms and OTT services. Simply Fresh connects the narrative to its brand promise #RakhoIradeFresh, encouraging resilience and adaptability regardless of circumstances. The campaign challenges conventional views of Mother's Day by recognising single fathers, grandparents and other caregivers who assume maternal responsibilities. Simply Fresh positions the campaign as a continuation of last year's initiative celebrating progressive ideas. Simply Fresh launched in 2013 as a flagship brand of BN Group offering soybean, sunflower and groundnut oils. BN Group established in 2011 operates in FMCG, edible oils and specialty chemicals sectors with manufacturing facilities at Kandla Port. The campaign content appears on Instagram, Facebook, X and YouTube platforms with additional promotion through influencer partnerships.

Jaypore’s campaign shows parent-child technology role reversal

Artisanal lifestyle brand Jaypore unveiled a Mother's Day campaign called 'Maaeri' featuring actor Neha Dhupia. The digital film series explores role reversal in modern mother-child relationships, particularly regarding technology adoption. The campaign centres on the theme 'You Taught Me First,' showing how children now guide mothers through digital experiences like QR codes, filters and online shopping. This represents a shift from traditional parent-child dynamics where mothers previously taught children about the world. Jaypore, owned by Aditya Birla Fashion and Retail, positions the campaign as a celebration of mutual empowerment between generations. The content focuses on everyday moments of technological guidance delivered with patience and respect.

Emcure’s ad raises awareness about menopausal symptoms

Pharmaceutical company Emcure launched a menopause awareness campaign through its wellness brand Arth, adapting the Ice Bucket Challenge concept for Mother's Day. The campaign connects the shock of ice water to menopausal hot flashes experienced by mothers. The social media video shows young adults pouring ice water over themselves followed by the message: 'The Ice Bucket Challenge may have ended... but the heat didn't stop for our moms.' This highlights the physical symptoms many women endure during menopause. Emcure aims to normalise discussions about perimenopause and menopause through this campaign. The company offers products addressing multiple menopausal symptoms including brain fog, bone health issues, sleep disturbances and fatigue. The original Ice Bucket Challenge gained popularity in 2014 to raise awareness for ALS. Emcure's adaptation aims to generate similar attention for women's health issues that receive limited public discussion. The campaign launched across social media platforms ahead of Mother's Day and directed viewers to Arth's website for additional information about menopausal wellness products.

Himalaya BabyCare campaign highlights maternal sacrifice

Himalaya BabyCare has launched a digital video campaign to mark Mother’s Day 2025, highlighting the continuous and often unseen labour mothers perform during sleepless nights. The campaign features a social experiment where four individuals are woken at irregular intervals and asked to perform parenting tasks, such as folding clothes and singing lullabies. The film aims to reflect the physical and emotional fatigue experienced by mothers who care for their children around the clock. By simulating the demands of parenting, the campaign seeks to raise awareness about the invisible responsibilities mothers shoulder, including sterilising bottles, soothing crying infants, and managing sleep schedules. The brand positions the film as a tribute to these acts of care that often go unnoticed but are essential to a child’s well-being. The campaign aligns with the 2025 Mother’s Day theme, ‘Strength of Love’, and emphasises the persistent dedication shown by mothers, especially during quiet, late-night hours. Himalaya BabyCare uses the film to express gratitude to mothers and reaffirm its commitment to supporting them with its range of science-based, herbal baby care products. The campaign video is available on YouTube. Himalaya Wellness Company, which began in 1930, has developed a portfolio of Ayurveda-based products and now offers a wide range of personal care and wellness solutions across India and globally.