India – To mark Mother’s Day, DCM Shriram Foundation has launched a poignant digital campaign highlighting the urgent issue of high-risk pregnancies and the pressing need for accessible maternal healthcare in rural India.
Part of the Foundation’s Khushali Sehat (Mother & Child Health Program), the campaign brings attention to the challenges of maternal health in underserved communities, particularly the dangers of high-risk pregnancies and the need for timely medical intervention.
Central to the initiative is a short, emotionally driven film conceptualised by EFGH Brand Innovations and directed by Titus Upputuru. It follows Mohan, a young field worker assisting the Foundation’s Mobile Health Units (MHUs), which deliver antenatal and postnatal care to women in remote areas.
Through his work, Mohan identifies high-risk pregnancies and connects patients to nearby Community Health Centres (CHCs) for further treatment. But each encounter also reopens personal wounds—his mother died during a home birth, a reminder of the serious risks associated with non-institutional deliveries.
A pivotal scene in the film takes place at a health camp, where a woman named Rani, eight months pregnant, is found to have critically low haemoglobin levels—an indicator of high-risk pregnancy. The diagnosis underscores the ongoing maternal health crisis in rural India. As Mohan confronts his own grief, a conversation with a doctor at the MHU provides a measure of closure—affirming that his efforts are helping save lives and preventing the kind of loss he once suffered.
Emmanuel Upputuru, founder of EFGH and the writer behind the film, shared, “The idea began with a simple yet profound question: How does a child who has lost his mother celebrate Mother’s Day? For me, it was deeply personal — I lost my mother at 19, and ever since, I find a part of her in every mother I meet. The story wrote itself from there – Titus did the rest of the magic.”
Titus Upputuru, the director of the film, added, “For those of us who lost our mothers early in life, it’s not easy dealing with the few, rare memories. When Emmanuel shared the idea of someone being haunted by his mother, I immediately loved it. I really commend DCM Shriram for this initiative and all the workers, doctors, and nurses, along with the Ashas, working so hard at the grassroots level to help bring the maternal mortality rate down.”
The film will be distributed via the Foundation’s social media channels and YouTube, aiming to raise awareness and spark dialogue around preventive maternal healthcare.
Aman Pannu, president of DCM Shriram Foundation, said, “At DCM Shriram Foundation, we believe that the health of a mother defines the future of a family and the strength of a community. Through Khushali Sehat, we are focused on making quality maternal care accessible in remote regions. This Mother’s Day, we reaffirm our commitment to reducing maternal health risks and ensuring every mother’s right to safe and dignified care.”
