This Mother’s Day, brands are moving beyond traditional sentiment to spotlight everything from maternal exhaustion and hidden health risks to satire and modern parenting realities. Whether it’s McDonald’s giving moms a literal break or Saffola Gold calling mothers the ‘World’s Best Liars’, the campaigns this week lean into cultural insights that are relatable, raw, and often unexpected. Here’s a breakdown of the work we liked this week.
McDonald’s gives moms a break
McDonald’s India – North and East launched a digital film titled ‘Every mother deserves a break’, rooted in the insight that motherhood is rewarding yet demanding. The film shows a family attempting to manage the household in the mother’s absence, only to realise how much she handles daily. While the family struggles with chaos, the mother is seen enjoying a peaceful moment at McDonald’s, sipping a Strawberry Matcha and eating a croissant, before inviting her family to join her.
Himalaya BabyCare celebrates motherhood through ‘firsts’
Himalaya BabyCare released a DVC tracing a baby’s milestones and the emotions they bring for the mother. Inspired by the lullaby ‘Chanda Hai Tu’, the film follows a mother remembering everyday moments—from first massages and bath times to playing on the floor—as she watches her daughter get ready for the first day of school. The campaign centres the narrative on the mother’s experience and the bond that deepens with every ‘first’.
AGEasy highlights hypertension and heart health risks among Indian women
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AGEasy, by Antara Senior Care, drew attention to under-addressed health realities: hypertension among women and heart health. Citing NFHS data (2019-21), the brand noted that over 200 million adults in India live with hypertension, yet only 7% of hypertensive women are on medication. Prevalence among women aged 60 and above is nearly 50%. The campaign encourages families to check mothers’ blood pressure, noting that regular BP monitoring paired with timely care can reduce cardiovascular event risk by up to 30%.
OZiva turns focus on maternal nutrition with #MaaKaKhana
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OZiva launched the #MaaKaKhana campaign built on the thought: ‘Sabko khilane wali Maa, khud kya khaati hai?’ The campaign highlights that mothers often prioritise everyone else’s meals while overlooking their own nutrition. Featuring Zeenat Aman, Pankaj Bhadouria, Seema Anand, and Priya Malik, the campaign notes that while most mothers know protein is important, few connect it to their own energy, metabolism, and hormonal balance.
Instamart swaps sentiment for satire with Farah Khan
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Quick commerce platform Instamart released ‘Mummaby’, a high-energy satirical campaign featuring Farah Khan. The film opens with an audition where contestants perform increasingly absurd “Mummaby” acts—death metal lullabies, bhangra bangers, rap riffs—intended to “soothe” moms to sleep. Farah Khan’s reactions anchor the humour. The campaign pivots to the insight that instead of performing for moms, families should do something useful: take over chores or instantly order self-care essentials.
R for Rabbit celebrates ‘tough moms’
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R for Rabbit launched a campaign titled ‘Tough Moms Need Strong Support’, shifting the narrative away from idealised motherhood. Featuring creators Tanvi Thakkar, Gurpreet Bedi, and That Quirky Mamma (Linda Fernandes), the campaign focuses on moments when a mother says “no” and holds her ground—such as during a child’s public tantrum. The films show family, colleagues, or strangers choosing to support the mother instead of judging her, reinforcing that consistency and support create outcomes.
Slurrp Farm and Google India release ‘A Mother Is Always Searching’
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Slurrp Farm and Google India released a 140-second digital film told entirely through a mother’s searches: how to strengthen a child’s bones, which ragi cereal has no added sugar, what pancakes a fussy six-year-old might eat. Google’s AI Mode in Search provides credible answers. The film ends with her older child noticing her forgotten cup of chai and reheating it for her, closing with: “This is just what love looks like when it’s made by a mother.”
GIVA mocks imitation brands to underline meaningful gifting
GIVA launched a campaign taking a dig at “almost-brands” (Abibas, Niku, Gukki, Channel). The film shows most mothers receiving gifts from lookalike brands that evoke polite smiles, while one mother receives a GIVA gift that sparks visible joy. The campaign positions GIVA’s silver jewellery as contemporary, stylish, and enduring—a gift that lasts.
Colgate campaign with Prateik revisits Smita Patil’s legacy
As the second chapter of ‘Every Colgate Smile Has a Story’, this Mother’s Day film follows Prateik, whose mother, legendary actress Smita Patil, passed away weeks after his birth. The narrative explores his discovery that the smile he carried was part of his mother all along.
Shemaroo Entertainment celebrates modern motherhood with ‘MAA’dness’
Shemaroo Entertainment launched ‘MAA’dness’, a tribute to the intense, chaotic, and relentless ways mothers express love. The campaign captures everyday moments: panic over a child’s sneeze, social media stalking out of concern, unfinished meals becoming personal crises, and dramatic reactions to small situations—celebrating the humour and intensity of modern motherhood.
Bournvita celebrates moms as the true #OGInfluencers
Bournvita released #OGInfluencer, a campaign celebrating mothers as a child’s first and most enduring influence. A film captures quiet moments: waiting beside cricket nets, cheering through one more lap at the pool, comforting a child after a difficult exam, helping them bounce back after failure. Rooted in Bournvita’s belief in ‘tayyari’, the campaign highlights emotional strength and resilience.
Saffola Gold calls mothers ‘World’s Best Liars’ to highlight heart health
Saffola Gold released a digital film featuring Sheeba Chaddha as a mother who masks her breathlessness and discomfort, repeatedly assuring her daughter that “everything is fine.” The campaign reframes maternal behaviour as love and quiet resilience, urging families to observe subtle signs of heart health issues often dismissed in daily life. The shift encourages children to become more mindful caregivers.
