Ahead of Mother’s Day, boAt and Blinkit have rolled out a campaign 'Mother's Day herogiri' aimed at Gen Z to showcase that D-day deserves more than just an Instagram story.

The campaign comprises an ad film. It features content creator Satish Ray, who delivers a hilariously sharp takedown of performative Mother’s Day social media posts. In true PSA style, Ray confronts a Gen Z'er who thinks a filtered throwback and a cryptic caption are enough to honour his mom. The message is clear: moms deserve more like a real gift. Enter boAt and Blinkit. While the film spotlights boAt’s Enigma smartwatch as the ideal Mother’s Day present, Blinkit’s fast delivery ensures that even last-minute shoppers can show up with something meaningful, just in time.

What we think about it: Cuts through the clutter by taking the real-talk route this Mother’s Day. It does a good and effective job of landing the message with humour and heart. With many brands opting for collaborative campaigns this Mother's Day, this one stands out for its timely humour and retail-ready punch.

A boAt spokesperson said, “This campaign is our way of nudging young people to go beyond the ‘social’ and make Mother’s Day truly special. It’s funny, it’s real, and it comes with an easy solution - thoughtful gifts delivered instantly.”