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ITC Right Shift Urges Families to Look Beyond “Main Theek Hoon”
Mother’s Day campaign with Tisca Chopra highlights nutritional shifts for women over 40 (82 characters)
MUMBAI: This Mother’s Day, ITC Right Shift is gently shifting the conversation from “I’m fine” to “Are you really okay?” The brand’s latest campaign shines a light on a common Indian household habit mothers brushing aside their own needs with a reassuring “main theek hoon,” often at the cost of their health. After the age of 40, women need higher levels of protein, fibre, and key micronutrients, yet these requirements frequently go unnoticed as they continue prioritising everyone else.
Featuring Tisca Chopra and Darsheel Safary, the film captures warm, banter-filled moments between a mother and son that feel instantly relatable. What starts as playful chit-chat turns meaningful when the son questions whether simply staying active is enough. The mother’s instinctive reply “main theek toh hoon” leads to a subtle but powerful nudge: small, intentional changes in daily food habits can make a big difference.
From choosing roasted snacks over fried ones to adding more protein to regular meals, the campaign promotes the idea of a “Right Shift” not giving up what you love, but making smarter, mindful swaps that support energy and strength.
ITC Ltd. business head, snack foods and beverages division Ali Harris Shere, said the campaign reflects a real emotional truth. “When mothers say ‘main theek hoon’, it often masks nutritional gaps. We want to encourage simple, everyday changes that make a meaningful difference.”
Conceptualised by Stuph Studios, the film reinforces Right Shift’s philosophy of making better nutrition seamless and practical for everyday life.
This Mother’s Day, ITC Right Shift delivers a refreshing message: real care goes beyond reassurance sometimes it starts with paying closer attention and making that small but significant shift.
