StarHub turns mums into ‘MumGPT’ in Mother’s Day social campaign

Singapore – StarHub has launched “MumGPT”, a Mother’s Day social campaign that playfully reframes mothers as the original answer engines.

The campaign arrives as brands across the region race to attach themselves to the AI boom, often with varying degrees of subtlety. .

At the centre of the campaign is a series of Instagram videos featuring local creators including Preeti Nair, better known online as @preetipls, alongside Benjamin Toh and Brenda Tan. 

Each creator shares familiar exchanges with mothers whose advice is often unsolicited, occasionally brutal, but usually correct.

StarHub said the campaign ties into its broader positioning around meaningful human connection, particularly during a period when AI tools are reshaping how people communicate, search, and seek reassurance online.

“MumGPT reflects StarHub’s broader belief in championing connections that matter, using culturally relevant, social-first ideas to celebrate the people who’ve always been our first source of wisdom,” the company said.

The campaign is running across Instagram in the lead-up to Mother’s Day on 10 May.