MUMBAI: With Mother's Day around the corner, SBI Life has launched a heartwarming campaign called #MummyKahanHain with a video paying a glorious tribute to mothers and beautifully encapsulating the essence of new-age motherhood.
Conceptualised by SBI Life and executed by WATConsult, the digital and social media agency from Dentsu Aegis Network, the film introduces the audience to the Mothers of ‘SOS Children’s Villages of India’ who are trained professionally to take care of abandoned and parentless children and raise them as their own. The two and a half minute film takes the audience on the journey of one such SOS Mother and the impact she’s had on the lives of 22 children under her love and care.
Speaking about the campaign, SBI Life chief of brand and corporate communication Ravindra Sharma said, “#MummyKahanHain was germinated with the belief that every child has the right to feel the comfort and protection of a mother's embrace, which is also most needed by the lesser fortunate children who've been orphaned due to circumstances beyond their control. Saluting the spirit of SOS Mothers and every other mother who dedicates her life to selflessly answer the #MummyKahanHain longing call of a child, the campaign positively addresses the abysmal child adoption rates in the country by celebrating the joys of motherhood and highlighting the undying efforts of mothers which is often taken for granted and hence goes unnoticed.”
Speaking about the campaign, WATConsult founder and CEO Rajiv Dingra said, “In today’s world, motherhood is a notch higher and has gone beyond its usual definition. SOS mothers are an example of modern mothers embracing motherhood in its purest spirit. Every child needs a hand of love and care without which they often become susceptible to factors like poverty, child labor, and substance abuse. SOS Children’s Village, Shillong, caters to many such children and looks after their welfare. Thus, this Mother’s Day we, along with SBI Life, thought of highlighting the love spread by Mothers of SOS Children's Village.”
