Lifelong Appliances has rolled out a film through which it looks to pay tribute to mothers.
Conceptualised by Centrick, the film shows the day in the life of a retired mother. It shows how some of the work she does is tougher than the usual office work and how Lifelong's leg massagers work to ease the pain.
Prerna Nagpal, head - marketing, Lifelong Online Retail, said, "We went with a simple idea of massagers being great gift for your parents. Our brief to communicate the value of massagers was met with brilliant creative concept by Centrick."
Roy Menezes, partner and chief creative officer, Centrick, said, "The idea came from a conversation with our art director. Watching his mother over days he realised her days are somehow more packed than his. Yet, everything on her list is completed every day. So the question, when our parents reach retirement, do they actually retire? We used this insight to craft a film for a product that actually gives you that one moment where you can sit back and put your feet up and riminess life’s cherished moments."