Ajio has rolled out yet another Mother’s Day 2026 campaign that urges shoppers to ‘Gift Better’ and move beyond predictable, uninspired presents for their moms.

The campaign film, featuring Shefali Shah in a refreshingly subversive avatar, taps into a familiar, age-old cultural trope of Indian moms’ association with the ubiquitous ‘chappal’, where every mother worth her salt has brandished one, or at least invoked the fear of it, to get many an errant child in line. It connects this familiar association with the trend of mothers being at the receiving end of repetitive, low-effort gifts for Mother’s day in an over-the-top, dramatics-laden film layered with sarcasm.

The narrative showcases moms across India practicing their 'chappal-throwing' skills in preparation for the occasion. The film pokes fun at stereotypical gifts like ‘World's Best Mom’ trophies and mugs, pushing viewers to rethink their gifting choices. The campaign advocates for something more thoughtful, personal, and genuinely reflective of what their mothers would love.

This isn’t the first time Ajio has highlighted the message. The brand has built a recurring Mother’s Day association, anchored in the consistent theme of nudging audiences to ‘Gift Better’, also experimenting with other actors. Its 2025 campaign, ‘Gifts ka trauMAA,’ notably featured actor Sheeba Chaddha.

What we think about it: The campaign steers away from the saccharine portrayal of mothers typically seen around the occasion, replacing sentimentality with deadpan cultural commentary. By leaning into humour and sarcasm, it cuts through the clutter of predictable Mother’s Day advertising. That said, leaning on the same idea year after year could start to feel repetitive and formulaic, unless the brand finds fresh ways to build on it going forward.

The campaign released ahead of Mother’s Day on 4 May 2026.