Weekend Watch: All Out urges 'tough mothers' to share their mistakes

Following its efforts of standing by tough moms last year, All Out has rolled out a film titled #MujheSabNahiPata (#IDidntKnow).

 

Conceptualised by BBDO, this film celebrates mothers who acknowledge that they don’t know everything. It features a mother who describes how societal pressures made her believe that she knew how to protect her child. But, when her son was admitted to hospital and was fighting for his life as he was suffering with dengue, she realised that she didn't know everything. The film ends with  Sonali Bendre urging mothers to unite and share such stories, which in turn could help them raise their children. 

 

The film was directed by Shoojit Sircar.

 

The campaign will also consist of on-ground activations.