© Shutterstock
Beauty
P&G's newest campaign is a heartwarming ode to mothers across India
A short film puts the conversations with mothers and their children at the forefront
The relationship between mothers and their children has always been a special one, and Procter & Gamble—the parent company behind brands like Tide, Pampers, Olay and Whisper—has always this first—through their messaging and advertising campaigns through years. On Mother's Day this year, they coupled that sentiment with saluting real-life mothers that balance taking care of their families with their jobs. The mothers highlighted in the video are doctors, nurses, police officers, bankers and pharmacists—all essential workers that are stepping up and helping communities in these tough times.
Keeping in mind the current times and challenges, the short film features snippets from real families across the country. It depicts true instances of text messages that mothers have sent their children about the little things—laundry, grocery shopping, and cooking—all of while taking care of things on the frontlines. Through the videos, children from Raichur to Ladakh read out the messages they've received—like a reminder to shave or stock up on sanitary pads—and express pride for their working mothers.
“This Mother’s Day, we want to salute the unconditional love and care of mothers everywhere. Our mothers have always taken care of our smallest of things, no matter what age we are," shared Sharat Verma, chief marketing officer, P&G India. “Our latest campaign ‘#ThankYouMa’ features real-life stories of mothers who are taking care of the smallest of things for their children while taking care of the big ones.”
Also read:
On Mother's Day, three people share emotional notes on their relationship in the time of COVID-19
