Ahead of Mother’s Day which fell on 8 May, fashion e-tailer Myntra launched a film on its digital channels.
The narrative unfolds in the voice of a daughter, and the film opens when she was a baby. She recounts that time when her mother had to change her clothes four times a day. It was as if everyday was a party – exclusive to the two of them. At malls, she did not need a trial room, thanks to her mother picking her clothes, she remembers. The scene shifts to another mother and her young son, showing her dressing him up in school uniform. The film alternates between the two families, showing the growing up years. At some point, the children and their mothers start growing apart, but the mother never stops guiding the child. The daughter says that looking back, she realises that her mother was always right. The son is now being helped by his mother as he gets dressed in a dhoti for his wedding. The daughter featured in the film is the bride. She says, through the voice over, "You say looking good is all about feeling great. Thank you for teaching me this; for making sure that I look good every time." It ends with her thanking her mother with a kiss, and wishing her for Mother's Day.
Gunjan Soni, CMO and head of international brands, Myntra, said, "At Myntra, we love to celebrate and pay tribute to people we respect, love and admire. This video is a tribute to mothers and their selfless love for the child. They are the first fashion experts for each one of us – making us look good.”
Creative agency: Brandmovers India
Production House: Gotham Entertainment
Producers: Rishabh Shrivastava, Saurabh Sharma
Director (film): Suvajyoti Ghosh