This Mother’s Day, Indian brands made a strongly emotional and socially responsible turn. Instead of just promoting products, campaigns across industries featured tales of strength, role reversal, and inclusive love, redefining the meaning of celebrating motherhood in a new India.
Jaypore: A Role Reversal Rooted in Love
Jaypore, a lifestyle company of Aditya Birla Fashion and Retail, launched “Maaeri,” a touching digital film led by actor Neha Dhupia. The story highlights a change in generations, where digitally savvy kids now take their mothers through digital spaces, from shopping online to learning QR code payments. The ad’s tagline, “You Taught Me First,” nods to the circle of care, quietly marrying nostalgia with current reality.
Titan Company: Literacy for Legacy
Going beyond celebration, Titan’s CSR-driven “Aage Badhegi” campaign focused on rural empowerment. In partnership with Ogilvy, the initiative highlighted Titan Kanya’s educational outreach, which impacted over 74,000 girls and women in FY24. The emotional centre of the campaign was the story of daughters who return the gift of learning by helping their mothers pursue literacy, an intergenerational bond built on mutual growth.
Simply Fresh: Expanding the Definition of ‘Maa’
BN Group’s Simply Fresh took on a more extensive, embracing role of caregiving. Its short film, #MaaKiKamiPooriKi, narrates the heart-warming tale of a girl who gets maternal love in her father’s arms following her mother’s demise. In presenting non-conventional caregivers, the brand initiated a dialogue about the changing definition of parenthood, where labels have no meaning but love does.
Instamart: Late-Night Cravings, Lifelong Memories
Swiggy Instamart took a witty and heartfelt angle with its digital ad, celebrating midnight snack runs orchestrated by moms. Titled #MaaKnowsBest, the film paid homage to every mother who rustled up Maggi, parathas, or snacks at odd hours, often becoming the unsung chef behind many cherished memories. It struck a chord with Gen Z and millennials who see their moms as both caregivers and late-night confidantes.
Emcure Pharmaceuticals: The Science of Nurture
Pharma major Emcure added gravitas to the occasion by launching a campaign focused on maternal health awareness. It highlighted the company’s long-term commitment to women’s health, from pregnancy care to postpartum well-being. Featuring real doctors and case studies, the campaign didn’t just celebrate mothers, it advocated for their physical and mental health in a healthcare system that often sidelines them.
Mother’s Day: Brand Strategies Rooted in Emotion and Purpose
The narrative thread for this year was inescapably emotionally charged storytelling with a confluence of cultural awareness and social applicability. Instead of taking recourse to hackneyed thinking, such campaigns opted for contemporary changes in family structure, technological adoption, learning, and empathy.
While doing so, Indian companies transitioned beyond a single-day promo to create sustained discussions about concern, equality, and empowerment.
Compilation By: Financial Express
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