Philips Avent, in association with Carat, the flagship media agency from the house of Dentsu Aegis Network (DAN) India, has launched its latest digital campaign, #ToughTimesTougherMoms. As one of the best-loved mother-and-childcare brands, Philips Avent has always appreciated how mothers dovetail multiple responsibilities to bring the best for their children and family. And this time too, the brand pays its tribute through this disruptive campaign.
The Covid-19 induced lockdown has certainly pushed our ‘normal’ into a systematic abyss. Responsibilities at home have doubled, sleep cycles have altered, and the norms of social distancing have accrued severe anxiety into our lives, uninvited. Yet, if there is one someone who has continued to put up a brave face throughout the quarantine, it is our mothers. From being their children’s morning alarm to helping them with their homework, from working on office presentations to sanitizing groceries, mothers across the country have surely mastered the ‘act of balance’. They are the unsung heroes of this lockdown and Philips Avent has decided to celebrate these heroes with this special gift.
In this campaign, the brand places the spotlight on real-life mothers who have been the axis of rotation for their children and families during this time. They have not only been excellent caregivers and cheerleaders but have also honed multiple responsibilities at work; and this beautiful video says it all. Narrated by a child, the video is a gentle reminder to all of us to notice our mothers and appreciate them for their unflinching support.
Gulbahar Taurani, Vice President, Philips Personal Health, Indian Subcontinent said, “Mothers make life better for all of us, everyday. We at Philips Avent wanted to celebrate this spirit of motherhood that has shone brighter than even before during the COVID lockdown and so we created this short film as a token of our gratitude. The beauty of this whole campaign is in its authenticity – the film cast are real mothers living everyday moments at their homes. Entirely self-shot, this film is our way of saying thank you to all the mothers who make life better for us, everyday.”
Rajni Menon, CEO, Carat India added, “The one-of-a-kind film captures unsung heroes of these times – the ‘Moms’. It is a slice-of-life of how mothers have been keeping their families secure and happy in such times. Indeed, moms are the true warriors. Hence, there was no better way to thank them than by capturing real moms in daily life.”