MUMBAI: This mothers’ day Rajnigandha Pearls has launched a digital campaign to pay homage to the tending and affectionate mother in all women. 

The campaign epitomises the inherent love women have for all children whether their own or not. The campaign has a short film that reflects an idea that every woman has an innate sense of being a mother, full of selfless love, which is all giving and she deserves respect, love and recognition for the same. 

This video carries the legacy of its immensely successful #MaaKehtiHai campaign, to revere those women who may not have children of their own, but they are equally affectionate and caring.  The campaign highlights the brand’s theme, “achchai”, which comes in the purest form of the bond that a mother shares with a child.

The film opens in an apartment in a high-end society, where Neha is shown playing hide and seek with a 5-year-old boy Rohnit, like any mother would. As the film progresses, one realises that the child is the neighbo ur’s son with whom she shares a very special bond and he too reciprocates the affection. However, at the end of the day the child needs to go back home to his mother and that, leaves Neha very unsettled and anxious about her childless life. The video goes on to showcase few such incidences that leave Neha disenchanted.

Further, while returning from school, Rohnit wants to go straight to Neha’s house. However, his mom is adamant that he should first go home and change. Neha watches this and feels forlorn and dejected, seeing which her husband suggests that they adopt a child. Meanwhile, the doorbell rings and Rohnit excitedly runs into the house with a ‘Happy Mother’s Day’ card. Though elated, Neha is a little apprehensive too and says, “Yeh kya hai? Tumhaari mummy kya kahengi.” Rohnit's mom then walks in with a cake and says, "Happy Mother’s Day… yehi toh kahengi." The video ends with the line, ‘Ek maa hi jaanti hai maa ke dil ki baat’.

DSL associate VP of marketing Rajeev Jain says, “The philosophy of our brand is ‘Achchai’, the inner goodness. With this film, we want to celebrate the pureness of motherly love, an intrinsic trait in women, who are capable of boundless affection and care. This pure form of love, goodness or achchai is above the fact of whether, the child is her own or not. It is our own way to show our admiration for motherhood and it’s all encompassing love.”

Rajnigandha Pearls has been running #MaaKehtiHai campaign for the last three years. The last campaign received tremendous response with over 5.8 million views on brand platforms across YouTube, Facebook and Twitter. Besides, the content also organically propagated in other channels giving an additional view of more than two million.

The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise.