Marketing Featured South Asia

BIBA’s new campaign urges us to fulfil our mother’s bucket list

India – For the celebration of Mother’s Day this year, Indian wear brand BIBA, in partnership with iProspect India, has launched a digital campaign ‘Project Ghar’ which touches upon how mothers build a safe and fulfilling environment for their families. 

The film shows how oftentimes mothers, amid prioritising their children’s dreams and desires, sacrifice putting their own aside. The film urges husbands and children to honour a mother’s dedication by helping her fulfil her desires – her wishlist.

Conceptualised and executed by iProspect, the performance-first media agency from the house of dentsu India, the film depicts that being a mother is not an easy job where mothers do not get any ‘appraisals’ or ‘promotions’. It centres around a mother reminiscing her bucket list as a young woman, something that has to be put on hold due to the call of duty of family and motherhood. 

BIBA said that this Mother’s Day, it would like to spread the message that it is time to appraise our mother, by simply asking her what’s on her bucket list, and putting an active effort to fulfil our mothers’ dreams and wishes.

Sharing his views on this digital film, Siddharth Bindra, BIBA’s MD, said, “This film is remarkably close to my heart as my own mother was a homemaker and it’s only because she decided to pursue her dream much later in life that she went ahead and gave birth to BIBA. Today with this film, BIBA urges all children to get to know their mother better, get to know what she wanted and wishes to do but could not because she was raising her family and give her the time, the independence and support her to tick off her bucket list and be a part of that journey.”

Rahool Talukdar, national creative director of iProspect India, also shared how he relates to the campaign at hand. 

“This is very personal. I don’t think I have seen a better professional than my mother, though she has always been what our society calls a ‘housewife’. Her multi-tasking skills, man-management skills, ability to upskill, being composed at the face of adversity, leadership… there is nothing that she lacks to become an ace at work. And yet there she is, diminutive, unaware of her exceptional dedication, almost accepting of all this as BAU. For a mother, just knowing that her near and dear ones understand and deeply appreciate, is a reward like no other,” shared Talukdar. 

BIBA has been creating films which bring to the fore social issues which are not openly talked about such as dowry, and gender discrimination. Some of the campaigns done by BIBA were the #EqualWorldStartsWithYou, #ChangeTheConvention, and #ChangeTheConversation.