Indian brands focus on honouring motherhood beyond clichés

AJIO highlights gifting gap with MOM

AJIO has launched a digital campaign titled 'Movement of Offended Mothers' (MOM) ahead of Mother's Day 2025. The campaign features a short film starring Sheeba Chaddha and portrays mothers of influencers calling out their children's lack of thoughtful gifting. The campaign encourages audiences to shop from AJIO's curated gifting store, which includes apparel, jewellery, and accessories. The video uses humour to highlight the gap between parental support and children's gifting efforts. The campaign is being promoted through AJIO's social media platforms, including Instagram and YouTube, as well as through in-app content. The initiative aims to position AJIO as a culturally attuned fashion destination and drive engagement through relatable storytelling. AJIO, part of Reliance Retail, is an online fashion platform offering curated global and Indian brands.

DCM Shriram Foundation’s ad focuses on maternal health in rural India

DCM Shriram Foundation launched a digital campaign to address high-risk pregnancies in rural India. The initiative aims to improve maternal healthcare access in underserved communities. The campaign centres on a film depicting a field worker who supports Mobile Health Units bringing services to remote villages. The narrative follows the worker's efforts while processing his own mother's death during childbirth. High-risk pregnancies affect approximately 20-30% of expectant mothers in India. The country reports a maternal mortality ratio of 97 deaths per 100,000 live births. Khushali Sehat collaborates with district health departments across Uttar Pradesh, Rajasthan, and Gujarat. Mobile Health Units deliver essential services including antenatal checkups, identification of high-risk pregnancies, and nutrition testing. The foundation focuses on water management in agriculture and rural community development. The film will be distributed through digital platforms.

Titan launches literacy campaign for mothers

Titan Company has unveiled a Mother's Day campaign under its CSR initiative Titan Kanya. The campaign centres on the 'Aage Badhegi' (She Will Get Ahead) film, highlighting the mothers' literacy programme run with Iimpact. The film features rural women reclaiming their right to education, supported by daughters. The initiative builds on Titan Kanya's mission to empower the girl child through education. The programme includes tailored literacy modules for women who missed formal schooling. Over 74,000 women and girls were reached in FY-2024 through activities including remedial education and scholarships. The campaign was developed by Ogilvy and produced by Superfly Films. It draws attention to education across generations, showing mothers deserve literacy opportunities. Titan plans to scale the initiative to reach over one lakh individuals annually. The film is available online.

BIBA releases campaign led by mothers

BIBA has launched a campaign called #MakeMomsFeelSeen for Mother's Day 2025. The initiative highlights the emotional invisibility of new mothers, focusing on their personal transformation post-childbirth. Led by mothers from brand and agency teams, the campaign draws on lived experiences. It calls for cultural recognition of motherhood's early stages. The campaign film presents the contrast between attention given to newborns and the emotional neglect faced by new mothers. It portrays how women trade their identities for caregiving responsibilities, with the world focusing primarily on the baby. The campaign aims to shift the narrative by spotlighting new mothers' experiences. The campaign is live across BIBA's stores and digital platforms. BIBA has also launched a dedicated Mother's Day collection with special discounts for new mothers.

boAt, Blinkit promote meaningful gifting on Mother's Day

boAt and Blinkit have jointly launched a Mother's Day 2025 campaign urging consumers to move beyond superficial online gestures. Delivered as a public service announcement, the campaign features content creator Satish Ray criticising filtered selfies and social media captions as shallow tributes to mothers. The video advocates for meaningful actions and promotes the boAt Enigma smartwatch as a practical present. Blinkit supports the campaign by offering quick delivery for last-minute shoppers. The campaign positions gifting as a way to show real appreciation, suggesting that a tangible gesture honours mothers better than curated social media posts. The PSA video is available on YouTube and Instagram. boAt and Blinkit aim to connect with Gen Z audiences while reinforcing their products' relevance for festive occasions.

R for Rabbit recreates ‘Mumma’ with Times Music

R for Rabbit has collaborated with Times Music to relaunch the song 'Mumma' for Mother's Day. The new version, sung by Kailash Kher with Suhit Abhyankar, includes updated lyrics and compositions. The film accompanying the song focuses on motherhood's emotional depth and quiet sacrifices. The campaign urges mothers to remember their identities and dreams, even while fulfilling parenting responsibilities. It aims to shift focus from child-centric care to the self-recognition of mothers. The visuals show everyday parenting scenarios culminating in a message encouraging mothers to not lose themselves. The video is now live on YouTube. R for Rabbit's music partnership with Times Music aims to lend emotional weight to the initiative, linking music with self-reflection and maternal care themes.

Prega News, Swiggy launch pregnancy cravings menu

Prega News and Swiggy have launched the 'Preggy' campaign addressing pregnancy cravings for Mother's Day 2025. The ad introduces a curated 'Prega News Cravings Menu' available through the Swiggy app. The menu includes sweet, sour, spicy, and unusual food combinations for expecting mothers, developed with ITC Sunfeast and Choko La, available in Delhi-NCR, Mumbai, Pune, Bengaluru, and Hyderabad. The campaign is based on data showing 75% of pregnant women experience strong food cravings. A short film shows a partner responding to a mother-to-be's craving through Swiggy, highlighting emotional support through food delivery. The initiative links convenience with empathy, reflecting modern pregnancy experiences. Prega News positions this as part of its commitment to accompany women through pregnancy. The campaign was executed by FCB Kinnect.

Ugaoo celebrates diverse mother figures with plants

Ugaoo has launched the 'Moms In All Forms' campaign for Mother's Day 2025, highlighting varied forms of motherhood. The film features sisters, friends, aunts, and mentors expressing motherly qualities in non-traditional roles. The narrative asks what defines a mother today, proposing that nurturing energy can come from many sources. The brand links houseplants to this theme as symbolic gifts of care. Special-edition plant pods are available via Blinkit, Zepto, and Instamart. Avoiding sentimental clichés, the campaign adopts a playful approach. By portraying motherhood as layered, the campaign positions Ugaoo as a lifestyle brand attuned to modern relationships. The film introduces various characters like the meditative plant mom and chaos-managing aunt. Ugaoo combines quick commerce with emotional storytelling, positioning plants as thoughtful gifts beyond traditional expressions.

Kenstar campaign spotlights modern parenting

Kenstar has launched a digital campaign for Mother's Day 2025 titled A Salute to GOAT Moms, highlighting mothers who adapt to changing times. The film focuses on a mother engaging with her teenage child by learning Gen Z slang, using phrases like 'fam' and 'vibe check'. The film portrays motherhood from pregnancy to ongoing emotional support through adulthood, capturing school routines, teenage challenges, and adult milestones as a continuous journey of learning. Kenstar associates its brand with the multitasking and adaptability of modern mothers. By depicting relatable parenting moments with humour and emotional undertones, the brand positions itself as aligned with evolving family dynamics. The campaign is available on digital platforms and targets urban households familiar with intergenerational shifts in communication.

KLAY ad honours parenting support ecosystems

KLAY Preschools and Daycare has launched a digital campaign titled You Don't Need to Do It Alone, focusing on shared caregiving in modern parenting. The film follows a working mother starting her day with reflection, transitioning into memories of her support system. The narrative shows partners handling night-time duties, grandparents connecting through video calls, home staff managing meals, and KLAY teachers offering care during drop-off. These vignettes underline that maternal strength stems from collective support. The campaign concludes with 'You don't need to do it alone' and uses #ItTakesAVillage to highlight the network behind working mothers. KLAY positions the campaign as reflecting its service philosophy, where the brand acts as a partner in parenting. The campaign targets millennial parents who prioritise shared responsibility. KLAY operates preschools across India.

ELIVAAS promotes rest breaks for exhausted mothers

Luxury property management company ELIVAAS launched a Mother's Day campaign promoting villa holidays as gifts for mothers. The campaign, titled #becauseshedeservesabreaktoo, encourages families to offer mothers peaceful escapes from daily responsibilities. ELIVAAS released a digital film showing a mother expressing desire for time off from household duties, followed by her daughter surprising her with a villa holiday. The campaign emphasises rest as an essential need rather than a luxury. The ELIVAAS service includes concierge assistance, caretakers, and chefs-on-call to ensure mothers can fully relax during their stay. The company operates across multiple destinations in India, providing personalised luxury experiences. ELIVAAS specialises in short-term luxury rentals, offering homeowners property management services while providing travellers access to exclusive accommodations. The company uses technology to monetise, monitor and maintain vacation properties.