MUMBAI: This Mother’s Day, Boat and Blinkit dropped a digital truth bomb dressed as a PSA—and it stings in the best way. The campaign, launched on 8 May 2025, takes a jab at the superficiality of social media tributes with a sharp, satirical video that’s already making the rounds.

Featuring the ever-deadpan Satish Ray, the film skewers the gen z habit of throwing up old selfies and half-hearted captions as a substitute for real gratitude. The verdict? Your mum deserves more than recycled memories and emoji-drenched ‘appreciation.’

“Happy Mother’s Day isn’t a vibe, it’s a responsibility”, Ray says in the video, taking aim at performative affection. The PSA-style clip urges young folks to back up their love with action—and a proper gift.

Enter the Boat Enigma smartwatch and Blinkit’s turbo-speed delivery.

The collaboration is clever in its execution. Boat delivers the gift idea, Blinkit promises last-minute redemption, and Ray delivers the message with comedic flair that leaves no ego unbruised. As one Boat spokesperson put it, “This campaign is our way of nudging young people to go beyond the ‘social’ and make Mother’s Day truly special”.

The takeaway? This year, skip the clout chase. Your mum wants something more meaningful—and she wants it now. The campaign is live across Youtube and Instagram, with shopping available via Blinkit.

 

 

 

 

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A post shared by Satish Ray (@satishray_)