MUMBAI: Rain fell, stories flowed, and hearts swelled as Sun Bangla rolled out its latest campaign, ‘Ma—The Eternal Shelter’, in the run-up to Mother’s Day. Set against a typical summer downpour, the channel's new campaign takes a rousing dive into the primal force that is motherhood—present in goddesses, guardians, and even little girls.

The campaign centres around a seven-year-old girl, Avery, who visits her ancestral home and befriends Chhutki, the daughter of a staff member. Their bond deepens over shared stories and playful mischief until a sudden rainstorm sweeps through. What follows is a visual essay on instinctive care—from a child shielding her goat to another protecting her dolls, culminating in a symbolic goddess who melts in the rain but never lets her children come to harm.

“Motherhood isn’t just a role—it’s an instinct. A shelter. A sacrifice”, states the campaign film, which debuts on social media on 9 May. Already gaining traction online, the campaign has sparked emotional engagement with story-led visuals reflecting everyday acts of maternal care.

Sun Bangla, known for its rooted Bengali storytelling, aims to culminate the campaign with a television rollout on 11 May. The on-air phase will extend the emotion beyond screens, anchoring its message in the homes of millions.

Adding another layer of depth, the campaign also features leading protagonists from the channel’s top-rated serials. These actors will share their personal reflections through exclusive bytes and specially designed on-screen Astons. Each message underscores the theme that mothers—biological or otherwise—are life’s first and most enduring safety net.

From digital buzz to primetime screen time, Sun Bangla’s tribute to mothers is both personal and universal. As the channel puts it, “This Mother’s Day, Sun Bangla stands with every Ma—because her love is the story that shapes us all”.