DCM Shriram Foundation has released a Mother’s Day campaign to raise awareness on maternal mortality and high-risk pregnancies in rural India. The initiative honours mothers while advocating for safer pregnancies and stronger healthcare linkages in underserved communities.

At the core of the campaign is a poignant film conceptualised by EFGH Brand Innovations that highlights maternal health risks and the urgent need for timely and accessible maternal healthcare in the country’s interiors. 

The narrative follows the story of a young field worker supporting the foundation’s mobile health units (MHUs). These MHUs bring vital antenatal and postnatal services directly to women in remote villages. while identifying high-risk pregnancies and ensuring timely intervention alongside the community health centers. Yet, as the film reveals, each visit reminds him of a deep, personal loss - of his mother, who tragically died during a home birth.

The film captures this powerful yet poignant moment at a health camp, underlining the very real dangers faced by thousands of women. As the protagonist grapples with the trauma of his past, a conversation with the attending doctor of the MHU offers him comfort - that his work is saving lives, and helping others avoid the loss he experienced.

What we think about it: Rather than taking the expected celebratory route for Mother’s Day, the campaign takes a poignant detour by humanising a systemic issue through a personal loss, thus shedding light on a subject that doesn't get the attention it deserves. 

Aman Pannu, president, DCM Shriram Foundation, said “At DCM Shriram Foundation, we believe that the health of a mother defines the future of a family and the strength of a community. Through Khushali Sehat, we are focused on making quality maternal care accessible in remote regions. This Mother’s Day, we reaffirm our commitment to reducing maternal health risks and ensuring every mother’s right to safe and dignified care.”

Emmanuel Upputuru, founder, EFGH and the writer behind the film, said: "The idea began with a simple yet profound question: How does a child who has lost his mother celebrate Mother’s Day? For me, it was deeply personal — I lost my mother at 19, and ever since, I find a part of her in every mother I meet. The story wrote itself from there – Titus did the rest of the magic."

Titus Upputuru, the director of the film, said, "For those of us who lost our mothers early in life, it’s not easy dealing with the few, rare memories. When Emmanuel shared the idea of someone being haunted by his mother, I immediately loved it. And I really commend DCM Shriram for this initiative and all the workers, doctors, nurses, along with the Ashas, working so hard at the grass root level to help bring the Maternal Mortality Rate down."

The film was shared on social media and YouTube platforms on 8 May to amplify awareness and drive conversations around preventive maternal healthcare.