Brands
Instamart’s Mummaby campaign swaps Mother’s Day tears for comic chaos
Farah Khan fronts satire-led film urging families to help mums, not just praise them
MUMBAI: Instamart is taking a sharply different route this Mother’s Day, replacing emotional tributes and slow-motion sentiment with satire, heavy metal and a healthy dose of chaos in its latest campaign, Mummaby.
The quick commerce platform’s new film stars Farah Khan as a weary judge presiding over a bizarre talent show where contestants attempt to sing lullabies for exhausted mothers. The result is less soothing melody and more comic meltdown, as performances spiral from rap and bhangra into death metal and DJ mashups.
The campaign opens with a dramatic audition setup, where contestants are told it is finally time for mothers to be sung to sleep after years of singing lullabies for everyone else. Inside the audition room, Farah Khan and two fellow mothers sit through increasingly absurd performances, reacting with eye rolls, exasperation and sharp one-liners as the madness escalates.
The humour is rooted in recognisable parenting fatigue, with the film eventually pivoting towards a more practical message: instead of grand gestures, families should focus on genuinely helping mothers with everyday responsibilities.
Speaking about the campaign, Swiggy head of brand Mayur Hola said the idea was to move beyond predictable Mother’s Day storytelling.
He said, “Mother’s Day is often framed as a moment of gratitude, but we wanted to spotlight a more grounded truth. Moms are always on and lullabies for their kids are always on their mind and lips. Mummaby uses humour to cut through the clutter and say something real.”
He added that thoughtful actions, whether helping with chores or ordering essentials instantly, often matter more than performative appreciation.
For Farah Khan, the campaign’s over-the-top humour mirrors the unpredictability of motherhood itself. Drawing from her real-life experience as a mother of three, her performance adds a layer of authenticity to the exaggerated setup.
Speaking about the campaign, Farah Khan said, “Moms don’t need a big spectacle. They just need a break. Whether it’s kids stepping up or Instamart stepping in, if this gets people to take a little off their mom’s plate, that’s a win.”
Alongside the campaign, Instamart is also spotlighting its Mother’s Day offerings across categories including self-care products and premium chocolates.
With Mummaby, the platform leans into comedy to make a simple point: when it comes to mothers, practical help may be the sweetest gift of all.
