Picks of the week: Mother's Day campaigns 2024

Mother’s Day always awakens a surge of emotions with some campaigns striking just the right chord. Several brands introduced special films to celebrate and honour the day this year (Sunday 12 May). Below are some of Campaign's favourites that highlight the power, love, care, and dedication of these superwomen.

Brand: NeuGo

The AC electric bus brand by GreenCell Mobility pays a heartfelt tribute to the women who seamlessly blend their roles as devoted mothers and dedicated professionals in the transportation industry. These supermoms are the driving force behind NeuGo's mission to provide safe, eco-friendly, and comfortable travel experiences for all passengers. Through this special Mother’s Day campaign, #MaaJaisaCare, NeuGo shines a spotlight on all the extraordinary mothers, sharing inspiring stories and acknowledging their contributions. 

Brand: Swiggy

The campaign revolves around the theme of siblings competing to delight their mom with special treats on Mother’s Day, delivered through Swiggy Food. The film opens in a living room, where a mother is seen scrolling through her phone. Her son then surprises her with a chocolate pastry, followed by her daughter presenting a heart-shaped cake. The siblings exchange knowing glances, and the competition begins. From photo cakes to cupcakes forming the word 'mom,' the film showcases the siblings' efforts to outdo each other in making their mother feel loved. 

Watch it here.

Brand: McDonald's

This campaign celebrates the special bond between mothers and their children with a heartwarming story that captures the true essence of childhood innocence, unconditional love, and gratitude. This McDonald's India—north and east film shows the touching story of Ashu, an eight-year-old boy pouring his heart into a handmade greeting card, determined to make Mother’s Day special for "the world’s best mom." When his art does not match the perfect image of his mom, the little boy breaks his cherished piggybank and plans a special treat along with his elder brother. As they surprise their mom with a treat paid for with the coins from his piggybank, they relish their meal together, filled with love and appreciation for their sons’ thoughtful gestures. 

Brand: Mother Dairy

This film highlights some “Maa Jaisi” (like a mother) qualities that all of us possess. The caring, nurturing, pure, and unadulterated nature of a mother can be found in a father, friend, and even a stranger. The beautiful lyrics of the song in this film are penned by none other than Gulzaar. 

Brand: Zomato

This film stars celebrities like Johnny Lever, Ranveer Allahbadia, and Arpit Bala, who are on a mission to ensure that no one forgets Mother’s Day this year. Zomato’s message: “Just dropping by to remind you that Mother’s Day is on 12th May. We'll do everything to remind you—don't forget to order mom a treat,” is simple and apt. 

Brand: MG Motors India

This heartwarming film celebrates mothers as the original AI and the guiding stars for their children long before technology and AI were even things. The original AI—mom knows everything from solving problems to knowing what's best for you; moms have always been the smartest of them all. 

Brand: Himalaya

The #StrengthOfLove film by Himalaya BabyCare showcases the incredible resilience of moms and celebrates the natural strength and love that mothers embody, showcased through everyday tasks and challenges they handle while managing their little ones. The film captures the true sentiment behind Mother's Day and takes viewers on a journey that explores the concept of multitasking through a series of fun challenges. 

Brand: Johnson’s Baby
Agency: DDB Mudra

The film celebrates the different journeys of mothers, including adoption, in vitro fertilisation (IVF), or preterm and reinforces the brand’s commitment to supporting motherhood in all its forms—following the poignant stories of Neha, Maya, and Geet, each embarking on their unique paths to motherhood. From the anticipation of waiting on a hospital bed to the flashbacks of their journeys, the film captures the emotional resilience of mothers. The campaign highlights that every mother has a different journey to their day one. Nonetheless, every mother promises to protect their baby.