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Shemaroo’s MAA’dness campaign celebrates mothers with humour and heartfelt truth
Mother’s Day film spotlights real, imperfect parenting with humour and heartfelt truth
MUMBAI: Shemaroo Entertainment has launched its Mother’s Day campaign MAA’dness, a playful yet heartfelt tribute to the unfiltered, emotionally charged and often chaotic love of modern mothers.
The campaign leans into a simple but relatable idea: today’s mothers are constantly juggling roles, emotions and responsibilities, often all at once. Far from the traditional image of calm perfection, MAA’dness highlights mothers who overreact, overthink, multitask and still show up fully for their families, even when everything feels slightly out of control.
At its core, the campaign reframes what many families recognise as everyday “chaos” into expressions of deep care. From panic over a child’s sneeze to emotional overreactions, social media checking driven by concern and everyday small crises turning into dramatic moments, the film captures the humour and intensity of maternal instinct.
Speaking on the campaign, Shemaroo Entertainment chief operating officer Arghya Chakravarty said the idea reflects how motherhood has evolved in modern households.
He said, “The idea of motherhood has evolved over the years. Today’s mothers are balancing more roles, more emotions and more expectations than ever before, often all at the same time. What makes that beautiful is how unapologetically expressive and emotionally invested they continue to be through all the chaos.”
He added that MAA’dness aims to reflect that emotional energy in a way audiences instantly recognise from everyday life.
Adding to this, Shemaroo Entertainment chief strategy and marketing officer Anuja Trivedi said the campaign deliberately moves away from idealised portrayals of motherhood.
She said, “Motherhood has always carried this beautiful contradiction of chaos and comfort existing together. With this campaign, we wanted to move away from idealised portrayals and celebrate the raw, instinctive and sometimes hilariously overwhelming side of maternal love that families instantly connect with.”
The campaign continues Shemaroo Entertainment’s broader storytelling approach, which focuses on everyday emotions and lived experiences rather than picture-perfect narratives.
With MAA’dness, the company positions maternal “madness” not as disorder, but as devotion in disguise, a love that is loud, layered and unmistakably real.
