Mumbai: In the hustle of this demanding world, an eye-opening 72 per cent of mothers grapple with less than an hour of personal time each day, underscoring the relentless balancing act they endure. Research says that 86% percent of mothers feel a huge pressure to embody the perfect parent, and this constant struggle takes a toll on their mental well-being, with 74 per cent of women experiencing heightened anxiety since embracing motherhood. Moreover, 48% of the general population believes mothers sacrifice a substantial part of their happiness and well-being for their children.
Recognising these challenges and liberating mothers from the dogma of this devotion, Philips India proudly introduces the #ShareTheCare campaign, partnering with influential mothers and celebrities. Through this initiative, we aim to spotlight authentic stories, challenges, and inspiring triumphs while supporting mothers on their unique journey, fostering a community that not only understands the essence of sharing the care but actively plays a crucial role as a support system for mothers.
#ShareTheCare with Philips Avent
The #ShareTheCare campaign, a heartfelt initiative by Philips Avent, is a tribute to mothers and an invitation for others to extend support to their journey through motherhood. We recognise that it takes a village to raise a child, and for mothers to provide the best care for their babies, self-care is not selfish; it’s an essential component of their well-being.
The campaign’s purpose is to facilitate a supportive network around mothers, encouraging the shared responsibility of caregiving. This not only eases the pressure on mothers but also allows them the selfcare time they need for themselves. In fostering this virtuous care cycle, #ShareTheCare places the well-being of parents at the forefront.
Commenting on the campaign, Philips India Subcontinent business head, Personal Health, Deepali Agarwal said, “Embarking on the journey of motherhood is an extraordinary experience. Recognising that it takes a village to raise a child, Philips Avent is dedicated to offering tangible solutions that provide comprehensive support to mothers so they can care for their wellbeing along with their child. With the #ShareTheCare campaign, we aim to foster a more inclusive and compassionate environment for mothers, encouraging shared responsibility for caregiving among individuals, making a positive impact on the holistic well-being of both mothers and their little ones.”
In this campaign, women from diverse backgrounds come together to celebrate the influential figures in their motherhood journey, emphasizing the importance of #ShareTheCare. Expressing gratitude, they spotlight maternal connections and commit to supporting fellow mothers. Through a chain of acknowledgment, each celebrity nominee shares their motherhood story, emphasizing the solidarity among mothers. The campaign invites all mothers to participate and share their stories using #ShareTheCare, acknowledging those who have shaped their journey into motherhood. The campaign is live on Philips Avent’s Instagram, as well as the social media handles of the following celebrities: Embed: Philips Avent’s
Mumbai: TTK Prestige has launched a new campaign on Mother’s Day that echoes its progressive views of gender roles in the kitchen. Titled #CookingHasNoGender, the campaign conceptualised by 22feet Tribal Worldwide intends to make Indian kitchens gender-neutral by bringing men into the fold. The marketing campaign will run on all major social media platforms.
“For a long time, advertising for cookware brands has featured women front and centre in the kitchen because of stereotypes that expect them to fulfil that role in the family. This new campaign reflects the dynamics of a modern family where cookware is for anyone to cook and feel more comfortable in the kitchen regardless of gender,” said the brand in a statement.
The film opens with a young boy learning to cook from his father, who insists on teaching him the effort that goes into making a simple meal. Tired, the boy asks if it’s necessary to learn cooking. The father imparts a simple lesson that everyone should learn how to cook.
‘‘As a brand with a legacy of over 66 years, mothers have always had a special place in our hearts. TTK Prestige shares a strong bond with them through our range of innovative products that eases their lives in the kitchen,” said TTK Prestige deputy general manager Ankur Agarwal. “Through the narrative in the campaign, TTK Prestige endeavours to capture the little things that make family time so meaningful and endearing. This campaign strongly endorses aspects such as love, togetherness and food, which fuels closeness in a family. As a brand that is relatable to current times, we believe that #CookingHasNoGender.’’
“Progress cannot be limited to the fringes, it has to be mainstream. And we are proud to see brands like TTK Prestige wanting to drive progressive narratives,” commented 22feet Tribal Worldwide EVP and national head of business Ken Sekhar. “We are fortunate to work with a company that partnered with us to push the envelope on inclusive and diverse communication. The result of that relationship is what you see in this campaign.”
Mumbai: Mylo’s has launched its new digital campaign recently to celebrate mother’s role as ceo– chief everything officer.
Every mom is a CEO, in charge of leading her family and responsible for its efficient functioning that requires juggling multiple functions.
Motherhood is often portrayed as one joyous ride but in reality, it is a myriad of emotions – lots of joy indeed but also a fair bit of exhaustion, sleep deprivation and a lack of recognition for the efforts it takes in raising a child.
Through this film, Mylo highlights that motherhood is a full-time job that deserves to be recognized and appreciated. By showing a conversation between a couple who have recently become parents, the campaign addresses the ill-informed opinions about a mother’s role and celebrates her efforts and dedication in helping raise a happy family.
The film concludes with Mylo reiterating- ‘Iss Mother’s Day, Mylo sabhi Mom CEOs ka dil se aadar karta hai.’
Mylo’s head-content & community shaveta gupta said, “In the humdrum of life, it’s easy to overlook or take for granted the central role Moms play in every household. Moms are the wheels and the glue that keep a family on track and together. Moms do everything for everyone every day and deserve the CEO title before anyone. They are the real CEOs in life! Mylo invites everyone to both acknowledge and celebrate the role of the mom as the Chief Everything Officer this Mother’s Day.”
BTDT Media’s founder Arjun Kapadia said, “As I think about it, my company’s name fits perfectly with the concept we have implemented; mothers have ‘Been There, Done That’. I’ve grown up seeing my mother be the CEO of our household and now my wife, so women have already played an important role in my life. I’m honoured to have been a part of such a fantastic project that recognises the importance of mothers and the roles they play in our lives.”
Mumbai: Fashion and beauty destination Shoppers Stop has launched its digital campaign #CoolMoms this Mother’s Day. This brand campaign focuses on the unexplored side of millennial mothers, who are liberal, progressive, and open-minded.
“The #CoolMoms campaign reflects how mothers inspire and encourage their children to be their true selves. It further elaborates on the changing narrative of a mother, as she evolves from her conventional and traditional role to adopting easy and liberal ways to connect better with today’s generation. Through this digital film, the brand pays a tribute to a mother for also being a friend, mentor, and guide,” said the statement.
This digital film is based on multiple real-life situations that push the envelope in a fun way without getting into statement-making. It encapsulates the beautiful side of a relationship between a child and a mother. Whether it is accepting her child’s tattoo or joining her son in playing late-night video games, it leaves the child surprised by mother’s friendly, lighthearted, and cheerful side.
“The unconditional love by mothers is irreplaceable and invaluable. While the core theme of the day resonates with love and affection, this year we wanted to take the campaign a notch higher,” commented the customer care associate and chief of marketing and communication Shwetal Basu. “Motivated by real-life situations, the Cool Moms campaign, brings out the progressive relationship between a mother and child that has evolved with time. While mothers have been the epitome of compassion and care since time immemorial; today’s generation of mothers are setting new benchmarks. They are empathetic, evolved, witty, and easygoing! All these are well-captured in the films conceptualized to showcase Cool Mom campaign.”
MUMBAI: Brand X “launches heart-warming video dedicated to all ‘Super Moms’” blares an accessories brand campaign…“Celebrating the superstar mothers”, says another. “Dedicated to mothers who like a superwoman…blah blah” reads yet another brand campaign.
Come Mother’s Day and one is inundated with ads showcasing heroic, self-sacrificing moms multitasking, juggling an over-abundance of chores while managing both the work and home fronts super efficiently, constructing an image of a super-human or a symbol of divinity with multiple pairs of hands. Brand after brand in ad after ad repeats the same tired tropes of a “super mom” effortlessly ‘doing it all’ or role-playing the selfless epitome of virtue and goodness in a bid to keep the domestic machinery well-oiled and running smoothly.
In a damning indictment of how we treat our women as a nation, a 2011 Nielson Survey found that women in India are the most stressed of all. The study conducted across 21 countries measured stress by asking women questions such as ‘If they often felt pressured for time’, ‘If they rarely had time to relax’, ‘If they felt stressed/ overworked most of the time’. An overwhelming 87 per cent of Indian women signalled that they felt stressed most of the time, and 82 per cent had no time to relax.
Ten years down the line, a cursory look at our ads and campaigns rolled out ahead of Mother’s Day makes it clear that little has changed in women’s lives, while also presenting a possible indicator of why this may be so.
Lifestyle & mobile accessories brand KDM has launched a ‘Karo Dil Ki Marzi Mummy with KDM’ video ahead of Mother’s Day, that starts with a young daughter introducing her mother who’s talented but sacrificed her dreams for the sake of her family. The film shows the mom busy dusting, cleaning, cooking and having no time to follow her passion. The key purpose of the campaign is to pay tribute to all the “selfless sacrificing mothers who need to also listen to their heart along with performing their jobs”. The ad, which probably has its heart in the right place, unfortunately, chooses to play to the gallery with all the mommy stereotypes in place.
A recent LG Dishwasher advert, although not strictly a mother’s day campaign – takes us right back to the 70’s era if not earlier with its brand film and tagline of ‘Love wife, Love LG Dishwasher’. Circa 1982, Prestige pressure cooker ad, anyone? The vintage ad for the Prestige pressure cooker brand had a similar sentiment to sell its brand of pressure cookers- “Jo Biwi se kare pyar, Woh Prestige se kaise kare inkaar”! And from the looks of it, the time has stood still for the LG dishwasher ad!
Coming back to 2022, LG’s latest depicts a seemingly modern-looking urban couple beginning their marital journey. The film goes on to show the new bride struggling and labouring over a pile of dirty dishes. That is, till her knight-in-shining-armour – the husband, decides to rescue her from the catastrophic fate by gifting her an LG dishwasher. The voiceover in the ad ends with a believe it or not- “Not only take care of your dishes but your wife’s hands too!” slogan, clearly implying that it’s only the woman’s job to keep the soiled dishes ‘spic n span’. If only the brand’s marketing team had some “modern” thinking to go along with the modern features it talks about inbuilt in the machine!
If you thought this was an aberration to the brand’s dishwasher campaigns, there’s more. In another advert of the same series, the film goes on to nominate the husband as “the best husband in the world” for being gracious enough to gift his wife an LG dishwasher. The ad spot goes on to commission the brand itself as “The true symbol of love and care” for “Keeping your wife’s hands soft and beautiful as ever”! Coming from a multinational conglomerate, and one of the leading names in consumer electronics and home appliances, one would have expected better. But alas..that was not to be.
A lot has been said about equal parenting, but the truth remains, in one way or the other, women do end up with a larger share of work at the domestic level and such advertisements and brand campaigns further drill into the trope of a woman-managing-it-all perfectly are not helping matters!
In a slightly refreshing mode, the latest Prega news campaign seeks to break the stereotypical image of a “perfect” mom while acknowledging that a mother can be humanly imperfect and not excel at every role laid out by society. The brand in its latest Mother’s Day campaign depicts a working mother undergoing guilt pangs because she feels she has let her baby down. The film goes on to emphasise the message that mothers need not be perfect all the time and “embraces the imperfection of a mother with the #SheIsImperfectlyPerfect campaign”.
On the flip side, the pregnancy detection brand’s International Women’s Day 2022 campaign appears to be at odds with its Mothers’ day messaging. It speaks about the same tired trope of celebrating the “boundless spirit of womanhood with its #SheCanCarryBoth” message, where it enunciates “the huge strength of women who do not shy away from any form of responsibility”. Here the brand attempts to examine via the life journeys of four women passing through a railways waiting room, whether being a mom while being “extremely rewarding”, takes a toll on one’s ambitions and dreams? While the concept and intent behind the campaign is to be commended, (as it says, “, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!”) the ad ends up glossing over the challenges faced by new mothers in trying to single-handedly manage the baby, home and her career, with the daddys, as usual, nowhere in the picture.
However, to be fair, the brand has in the past highlighted important issues faced by women through its ads. It even threw light on an important matter such as postpartum depression (PPD) and how new mothers grapple with it, in its 2018 campaign, emphasises how PPD is a harsh reality and how we, as a society, can help mothers deal with it by being understanding and empathetic.
But sadly, such advertisements are exceptions rather than the rule, and the major part of the ads still depict women and mothers in conformist avatars. This, while adding to the not-so-subtle societal pressure on women, also takes away the culpability of the rest of the household to do their bit in easing the load on a single individual.
It’s 2022. High time we retired the “super-mom” from our ads? And bring them down from the ‘divine’ super-humanly pedestal we have bestowed upon them only to weigh them down with the crown of our expectations? Let’s keep hoping.
Mumbai: To embrace the imperfection of a mother on this Mother’s Day, Mankind Pharma brand Prega News has launched a new campaign called #SheIsImperfectlyPerfect.
The video campaign advocates that it’s completely fine to be not so perfect. The film breaks the stereotypical image of a mother who always forces herself to be perfect in everything. There is always needless pressure on every mom to be perfect, that puts her in self-doubt of being a good mother. The campaign emphasises the fact that a mother is undoubtedly above all, as she is unique in herself.
The video depicts a working mother who forgot to order baby food for her child and later felt guilty about it. The campaign showcases how a mother is always under needless pressure to be perfect, which puts her in a self-doubt of being good at everything she does. As per the statistics, 81 per cent of mothers feel guilty at some point in their lives, with 21 per cent feeling this way most or all the time. The campaign spread the messages to embrace the imperfection of a mother who is always on her toes to work best for her child.
Commenting on the campaign Mankind Pharma general manager for sales and marketing Joy Chatterjee said, “Over the years Prega News has been instrumental in bringing joy and smiles on the faces of moms-to-be.”
“Through this campaign, we want to spread the message to embrace the imperfection of a mother who is unique in herself and undoubtedly above all. We would want to break the stereotypical image of a mother to be perfect in everything she does, and this Mother’s day, let’s celebrate the imperfection of a mother as #SheIsImperfectlyPerfect,” Chatterjee added.
NEW DELHI: Bonding with Mother is a strong emotional impulse amongst Indians and more so in Bhojpuri milieu where the audience is highly driven by the mother figure be it in entertainment or movies or in devotional space – like Chatthi Maiyya, Saraswati Mata, Santoshi Mata and so on. Mothers are the epitome of love and care. She’s always concerned about our wellbeing and safety. In today’s pandemic, one of the biggest challenges is to instil a sense of responsibility amongst youth and the general population towards protecting themselves by following Covid-19 preventive practices diligently. Taking this into consideration, Zee Biskope launched an initiative titled ‘Tu Chinta Mat Kar Maai’ on 9 May, Mother’s Day aimed to assure our mothers of our safety. The idea behind the initiative is to instill that sense of responsibility through an emotional appeal – do it for your Mother. The one who has sacrificed so much for you, it’s time you sacrifice your convenience for her and follow right practices for your safety. She has always cared only for your well-being, so isn’t it time that you ensure that too her, the least that she is asking? The core thought is that ‘’being responsible towards your mother’” pitch will instil responsible practices amongst those who revere mother figure as the most important aspect of life.
This Mother’s Day, Zee Biskope invites the viewers to pledge to their mothers that they will take care of themselves in the pandemic situation. Viewers will be asked to record a video assuring their mothers how they will take care of themselves with the tagline “Tu Chinta Mat Kar Maai” as a must. They then need to share their videos with ZeeL through Whatsapp number 8291829161 between 9 to 20 May. The most heart-warming will be featured on Zee Biskope on 23 May as video capsules aired through the day.
The awareness campaign gives voice as well as a platform to the viewers aiming to impart the feeling of affirmation assuring Mothers that their children are safe as they are following responsible practices. It will not only add as a boost to their emotional caring for their loved ones but also ease the pressure with this helping hand. This will further strengthen the family bond. The campaign will see the association of top Bhojiwood celebs like Chintu Pandey, Yash Kumar, Smriti Sinha, Anara Gupta along with influencers urging viewers to join the initiative and create a productive impact in a constrained reality.
ZeeL cluster head – east Samrat Ghosh said, “Right since its inception, ZeeBiskope has consistently and successfully brought Bhojpuri viewer communities together through its campaigns going on to touch millions of hearts. Considering the situation today, it is even more important for all of us to stay connected and support each other. We have always tried to come a step closer to our viewers through our content. Through this campaign as well, we aim to address the most serious issue now but expressed in an emotional and topical way which is expected to create the right impact.”
Zee Biskope & BIG Ganga business head Amarpreet Singh Saini said, “What best gift can we offer to our mothers on Mother’s Day than assuring them about our safety? Given we are in the entertainment space, we prefer not to go the hard hitting way but to create a sense of responsibility through a topical occasion. While the initiative will be joined by multiple Bhojiwood celebs and influencers at the launch phase, we expect that the campaign will be fronted by the mass viewers. Let’s join in to say ‘Tu Chinta Mat Kar Maai’.”
New Delhi: In a bid to encourage mothers to re-start their careers and return to work, ed-tech company Great Learning has rolled out the second edition of the #HerFreshStart campaign, this Mother’s Day.
As a part of this initiative, the company will offer a scholarship of up to 50 per cent to selected mothers who can enroll in the choice of career-critical programs like data science, business analytics, machine learning, artificial intelligence, cloud computing, software engineering for data science, blockchain, IoT, management and digital marketing.
According to a report by KPMG, 58 per cent women feel less confident about returning to work post-pregnancy. The initiative aims to help such mothers on a career break by enabling them to regain confidence in their professional abilities through upskilling, said the company in a statement.
Great Learning is inviting people to nominate mothers in their circle to comment on their posts on LinkedIn, Twitter, Facebook and Instagram with #HerFreshStart and tag Great Learning. The nominees can submit their form with a Statement of Purpose (SOP) with a brief introduction of their background and why they believe they deserve the scholarship. The nominations can be sent between 6 May and 10 May by visiting Great Learning’s social media channels – Linkedin, Twitter, Facebook, and Instagram. Mothers can also self-nominate themselves.
“As a working mother myself, I am well versed with the challenges and responsibilities of wearing two hats. While motherhood is a journey, so is one’s career. At Great Learning, one of our many endeavors is to enable new moms to take charge of their career and continue to achieve greater heights professionally,” said Great Learning chief marketing officer Aparna Mahesh. “Through this campaign, we aim to do just that by providing an opportunity for mothers to resume their career by helping them hone their skills. Upskilling will enable mothers who are looking at re-starting their career as opportunities continue to open up in various fields.”
The first edition of the #HerFreshStart campaign was launched last year amidst the onset of the pandemic and received applications from over 200 mothers out of which five mothers were provided scholarships.
MUMBAI: To celebrate and honour the symbol of love this Mother’s Day, Mankind Pharma’s pregnancy detection card brand Prega News has released the #CoolHaiMeriMaa campaign. The campaign reiterates that a mother’s confidence in a child helps the child progress and succeed in life.
With the evolving times, the relationship a mother shares with her kids has also evolved. They exactly know where to draw lines and at same time be their guiding light. The #CoolHaiMeriMaa campaign by Prega News is an initiative to appreciate their will of standing tall and smiling for their children and guiding them in the toughest of tough situations.
The campaign showcases a beautiful relationship between a mother and a son. The video narrates a series of instances where the mother has stood by and supported her son at various junctures of his life. She has always given him life lessons that have helped him choose the right path. It brings out the fun and cheerful moments that the duo have experienced through their life, while growing up and ageing together.
Mankind Pharma general manager – sales & marketing Joy Chatterjee said, “The #CoolHaiMeriMaa campaign is an attempt to showcase the journey of mothers who are caregivers and work relentlessly to ensure in paving the road to a better tomorrow for their kids. Through this campaign we recognise and pay a tribute to all the moms in the world for the role they play in their kids’ lives and express gratitude for teaching children the virtues of patience, resilience, and courage and highlight how these values are helping them in their personal and professional lives.”
The #CoolHaiMeriMaa campaign will run on the brand’s YouTube channel and all social media profiles of Prega News.
New Delhi: Likee, the pioneering short video platform by Singapore-based BIGO Technology Pte Ltd, came up with a unique initiative to connect those, who were unable to visit their homes to celebrate Mother’s Day because of the national lockdown triggered by the Covid-19 pandemic, with their mothers. This initiative under #Likeedreams enabled them to share their messages for their mothers through Likee, which is among the most downloaded apps globally.
As part of the initiative, a video has been released by the app wherein seven Likee creators from different parts of the country came together to talk about their mothers. Apart from sharing their messages, the video also ascertains as to how much these creators know about the persons that their mothers are. In the heart-touching video, the creators answer questions such as their mothers’ likes, interests and unfulfilled dreams.
A number of creators, including Abhishek from Bangalore, Prateek from Mumbai and Bhavana from Hyderabad, have participated in the same. The concept behind the drive, which celebrates the spirit that works consistently for us without any breaks, is that our mothers are our friends, healers, teachers, councellors and protectors. Likee also launched an H5 page dedicated to the occasion, inviting users to share videos in lieu of rewards. Likers also shared videos, featuring or honouring their mothers, under #MothersDayGift which is still among the top trends on the app.
Speaking about the initiative, Damon He, Likee India GM, said, “The relationship between a child and a mother is like that of heart and heartbeat. We are happy to virtually connect the creators with their mothers, who are our first teacher, friend, philosopher and guide.”
You can view the video here:
#Likeedreams is a very special campaign from Likee, which aims at discovering and supporting ordinary people who strive to change others’ lives through their efforts. It is due to several such initiatives that Likee has emerged as an app that the youth identifies with. It provides them with a stage to accelerate their creativity, thus producing high-quality video content. It gives them confidence, recognition, and a chance to earn a living. The app has become widely popular in India and also globally. In recent reports by App Annie and Sensor Tower, the app is among the top 10 most downloaded apps in the world.
