Brands
ITC Right Shift campaign spotlights mothers’ hidden health gaps
Mother’s Day film with Tisca Chopra urges families to “look closer”
MUMBAI: Between cold cups of chai, skipped meals and the endlessly repeated “main theek hoon”, mothers have long mastered the art of putting themselves last and ITC Right Shift’s latest campaign is asking families to finally read between those reassuring lines. Released ahead of Mother’s Day, the new digital film from ITC Right Shift turns the spotlight on a quiet but familiar reality inside Indian homes: mothers often downplay their own health needs while prioritising everyone else’s.
Featuring actors Tisca Chopra and Darsheel Safary, the campaign unfolds through warm, banter-filled conversations between a mother and son, gradually shifting from humour to a more pointed reflection on ageing, nutrition and everyday wellbeing.
The film hinges on a deceptively simple phrase “main theek hoon” often used as emotional shorthand in Indian households. But beneath that reassurance sits a growing nutritional concern, especially for women above 40, whose dietary needs evolve significantly with age.
According to the campaign, women over 40 require higher levels of protein, fibre and essential micronutrients to maintain strength, energy and overall health. Yet these needs frequently remain overlooked as caregiving continues to take precedence over self-care.
Rather than leaning into heavy-handed health messaging, the film keeps things conversational. One exchange lightly debates whether regular activity alone is enough, before pivoting to changing food habits. When the mother jokingly asks whether biscuits with chai are now “banned”, the response lands the campaign’s central thought neatly: it is not about giving up comfort, but making the “right shift”.
That idea carries through the film’s smaller domestic moments from adding more protein to daily meals to swapping fried snacks for roasted alternatives turning nutrition into something less clinical and more woven into everyday family life.
The campaign also reflects a wider trend in wellness advertising, where brands are increasingly stepping away from fear-led messaging and instead grounding health conversations in relatable emotional truths and household dynamics.
Conceptualised by Stuph Studios and produced by Flynt Socials, the film extends ITC Right Shift’s broader positioning around encouraging small, intentional dietary changes rather than dramatic lifestyle overhauls.
And in a media landscape crowded with loud declarations around self-care, the campaign’s quietest line perhaps lands the hardest: when mothers say “I’m fine”, maybe it is finally time everyone stopped taking that at face value.
