India – Saffola Gold has launched a digital Mother’s Day campaign in India that highlights how mothers often conceal their own health discomforts in an effort to avoid worrying their families.
The campaign is built around the theme of mothers as the “World’s Best Liars”, and focuses on what the brand describes as the unspoken emotional and physical signals often overlooked within families. It aims to encourage greater awareness of maternal heart health and more open conversations around early warning signs.
Conceptualised by WPP Team and produced by Lifafa Studios, with direction by Divij Kulkarni, the campaign presents a restrained, everyday portrayal of family interactions rather than a dramatized narrative, focusing on subtle behavioural cues.
At the centre of the initiative is a mother–daughter narrative featuring actor Sheeba Chaddha as the mother. The film follows a daughter returning home and gradually noticing subtle indications of breathlessness and discomfort, despite repeated reassurances from her mother that “everything is fine.” The story is told from the daughter’s perspective and builds towards a realisation that while mothers may mask concerns verbally, physical signs may suggest otherwise.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “This Mother’s Day, the brand encourages consumers to turn their care towards the ones who have quietly cared for them all their lives and continue to do so. The campaign is rooted in a powerful insight – parents often downplay their own health concerns, masking discomfort and ignoring symptoms to spare their children any worry or anxiety.”
Vikram added, “This self-silencing stems from deep, selfless love. Through this initiative, Saffola goes beyond a moment of celebration to inspire young consumers to notice the subtle signs in their parents’ health, open honest conversations, and make everyday choices that support long-term heart health.”
The campaign also reinforces Saffola Gold’s positioning around heart health, with the brand continuing to emphasise everyday dietary and lifestyle habits as part of long-term cardiovascular wellbeing.
