MAM
Savlon shows reality of mother’s love
MUMBAI: Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.
This ode by Savlon India seamlessly touches upon a powerful antiseptic insight that when we are hurt we subconsciously call out to our mothers. We instinctively utter ‘amma’, ‘mummy’, ‘aai’, ‘maa’ etc, all proof of the fact that we are so deeply connected with our mothers. The film directed by Shashank Chaturvedi of Good Morning Films is a montage of athletes, the pain they go through and the two things that keep them going – mother’s love and Savlon.
ITC Limited chief executive of personal care products business Sameer Satpathy says, “It’s a lovely film. It makes mothers and children share the same emotion of love and trust. The film stays true to the core brand promise of performance power and the healing touch of mothers.”
Ogilvy & Mather CCO Kainaz Karmakar and Harshad Rajadhyaksha add, “The power of the film lies in the human insight that the first person we think of when we get hurt is our mom. Savlon salutes the healing power of mothers, because moms know how to heal with love and gentleness. This truth will connect across geographies and languages.”
Brands
Air Canada ceo to quit over “English-only” message after New York plane crash
English-only condolence video after fatal LaGuardia crash triggers outrage in Quebec and hastens succession
MONTREAL: Air Canada’s boss is heading for the exit after a linguistic misstep collided with a national faultline.
Michael Rousseau will retire by October, the airline said on Monday, days after a backlash over his English-only video tribute following a deadly crash involving an Air Canada Express jet in New York. The March 22 collision with a fire truck at LaGuardia Airport killed two pilots and injured dozens, but Rousseau’s message, bookended only by “bonjour” and “merci”, ignited fury in French-speaking Quebec.
Mark Carney welcomed the departure, calling the video a “lack of judgment and lack of compassion”. “It is absolutely essential that his successor is completely bilingual,” he said in Toronto. “He did a good job technically as CEO but as the leader of an organisation you have broader responsibilities. It’s the right decision at the right time.”
The row quickly metastasised. Quebec’s National Assembly voted 92–0 for Rousseau to quit. More than 1,800 complaints flooded the federal languages watchdog. Even Caisse de dépôt et placement du Québec, a major shareholder, weighed in. “There is no doubt that the video should have been in both official languages.”
The symbolism cut deep. One of the dead pilots, Antoine Forest, was from Quebec. Language, long a live wire in the province, remains entwined with identity and politics, fuelling the separatist Parti Québécois ahead of an election due by October.
Rousseau, 68, had form. In 2021, soon after taking charge, he drew fire for delivering a Montreal speech largely in English and boasting he had lived there for years without speaking French. He apologised then and again last week, saying he was “deeply saddened” his limitations had “diverted attention from the profound grief of the families and the great resilience of Air Canada’s employees.” He had logged more than 300 hours of French lessons since taking the helm in February 2021.
Operationally, his tenure was steadier. He steered Air Canada through the pandemic and its messy aftermath, though labour tensions, most notably a four-day cabin crew strike, dogged the recovery. Shares slipped more than 2 per cent after the news before trimming losses to about 1.2 per cent on the Toronto exchange.
The airline, bound by the Official Languages Act to serve customers in both English and French, said it is accelerating a succession plan already under way, with candidates to be judged in part on their French. Analysts say the next chief must pair operational discipline with strategic clarity amid fuel volatility, labour costs and fierce competition.
A dual crisis—metal on tarmac in New York and politics at home—has now claimed its most senior scalp. In Canada’s flag carrier, competence got Rousseau far. In the end, fluency finished the job.
