Ajio has launched a campaign, 'Movement of Offended Mothers (MOM)', ahead of Mother's Day.

Featuring actor Sheeba Chaddha, the campaign comprises a film. The ad showcases Chaddha as the leader of a fictional support group for mothers who are suffering from 'gifts ka trau-maa'. As a part of the group, the mothers discuss their plight of not getting meaningful gifts from their superstar kids. Whether she's a 'founder mom', 'rebel mom', 'political mom', or 'OP mom', all mothers face one shared struggle - receiving bad gifts from their kids. The film highlights how with Ajio kids can give better gifts to their mothers.

What we think about it: The campaign nails it with spot-on relatability, sharp humour, and clever copywriting. Usually, the ads around Mother's Day tend to tap on the emotional aspect but this one breaks the mould and cuts through the clutter with its creative insight. The usage of Gen-Z lingo is a cherry on the top.

The film released on 1 May.