Ahead of Mother’s Day, Biba has rolled out a campaign that brings attention to the emotional invisibility often experienced by new mothers, whose needs and identities are frequently overlooked in the excitement surrounding the arrival of a baby.

Conceptualised by Enormous, the #MakeMomsFeelSeen campaign portrays the quiet yet profound changes women undergo after childbirth - setting aside their own ambitions, identities, and aspirations to embrace an all-consuming caregiving role. While friends and family flock to adore the newborn, the new mother’s existence often gradually slips into the shadows as she deals with the demands of the role.  

The film showcases an ordinary moment in the new mother’s life, surrounded by her family. As she eagerly anticipates to see what her mother and sister have brought her, she is disappointed to find that all the gifts are for the baby, and none for her.

With this campaign, the Indian ethnic wear brand turns the spotlight toward someone who often goes unnoticed in the newborn celebration frenzy - the mother herself, while nudging viewers to reflect, and recognise the quiet sacrifices and identity shifts new mothers experience post-childbirth. It calls for a shift in focus—to celebrate and acknowledge the mother as much as the child. 

What we think of it: The film recognises and acknowledges a much-overlooked aspect of motherhood: that new moms need not just physical, but also emotional support to cope with the life-changing demands of a role that often erases their original identities.

The film was rolled out across social media channels on 7 May.

CREDITS: 

Agency: Enormous Brands
Client: Biba 

Marketing head: Ekta Dutta 
Senior marketing manager: Disha Narang 
Assistant marketing manager: Yachna Sharma 

Agency credits:

Managing partner: Ashish Khazanchi
National creative director: Sindhu Sharma
Account director: Sheetal Ray
Account manager: Kritika Arora 

Production house: Puff Productions

Executive producer: Prianca J 
Director: Tanvi Rastogi