Voltas Beko has launched a film ahead of Mother's Day which will be celebrated on 10 May.
Titled, #IAmEnough, the film pays a tribute to the single mothers and has been conceptualised by Momspresso. Through this film, Voltas Beko is looking to be the ‘partners of everyday happiness’ to mothers across India.
According to a statement from the brand, the video also tries to sensitise society to be kind towards single parents, keeping in mind the varied struggles they face.
Jayant Balan, CEO, Voltas Beko, said, “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”
Prasenjit Basu, marketing head, Voltas Beko, said, “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others - in progressing their career, and in taking care of their homes and families. For the conceptualisation of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitises the society as well.”
Parul Ohri, chief editor, Momspresso, said, “This is a film which will strike a chord with every mother who has ever second guessed herself or been judged by the world – and which one of us hasn’t! Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, 'Yes, I am enough!' A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoying the unique time they have got together.”