MAM
Philips challenges ‘helping mum’ mindset this Mother’s Day
New campaign questions why household chores are seen as a mother’s job, urging families to share the load
MUMBAI: This Mother’s Day, Philips is serving up more than just appliances, it’s dishing out some home truths. The home appliances brand has launched a thought-provoking campaign titled “Ghar ka kaam sabka kaam”, which gently challenges the deeply ingrained Indian habit of referring to household tasks as “helping your mother.” Instead of the usual emotional tributes, the film sparks introspection about language, ownership, and shared responsibility.
At the heart of the film is a simple, multi-generational kitchen scene. As children prepare a meal for their mother, the grandmother praises them for “helping.” The mother’s quiet but powerful response cuts through: “Why do we call it help? Isn’t it their home too?”
The campaign, conceptualised by Restless @ MagicCircle and directed by Amrit Raj Gupta (known for Gullak), features authentic performances by Girija Oak and Yamini Das. It highlights how casually passed-down language subtly reinforces that the home belongs to the mother alone.
Versuni India CMO Pooja Baid said, the campaign aims to move beyond celebration, “This is about asking a simple question we’ve stopped asking, when did the home quietly become one person’s responsibility?”
Restless @ MagicCircle, head of strategy Angira Lahiri added that language shapes behaviour more than we realise. “The idea that one person is accountable while everyone else just ‘opts in’ is fundamentally flawed,” she noted.
The film has already sparked conversations across social media, with parents and creators sharing personal reflections on breaking old patterns. Rather than a one-day message, Philips hopes the campaign encourages lasting shifts in how families think, speak, and divide chores.
In a category flooded with emotional tributes every Mother’s Day, Philips has chosen a refreshingly different route proving that sometimes the best way to honour mothers is not by applauding what they carry alone, but by lightening the load for good.
