Around the occasion of Mother’s Day, Reliance Fresh and SMART superstore, the supermarket brands from Reliance Retail, have launched the digital campaign #BharatMaaKeLiye.
Of special relevance during these unprecedented times, the digital film hearkens back to a special ‘Mother’: Mother India. With a thought-provoking idea, a larger call is being made to stand for a bigger cause this Mother’s Day.
At the center of the campaign is a film helmed by celebrated actor Ayushmann Khurrana, who tells us the story of Mother India. The idea rests on the bedrock of a contrast - the Mother India we are all used to, versus her situation in the current Covid-19 pandemic.
The film has three parts to it. It starts with the pre lockdown period showcasing how every corner of Mother India was filled with people going about their daily lives, celebrating the myriads of joyous occasions that are a hallmark of our country.
Second part is the current situation under lockdown - every lane is empty, every child of hers locked behind doors, a gloom has dawned upon them. And like any other mother, Mother India too is unhappy to see her children in sorrow.
The last part is a powerful evocation to each one of us – only if we resolve to fight through this crisis together, can we return Mother India to her true nature. She can only be happy when her sons and daughters will live joyously & fearlessly again.
Speaking about the campaign, Damodar Mall, Chief Executive Officer – Grocery Retail, said “The biggest symbol of our collective feelings during these taxing times, is Bharat Ma. We are happy that Mr. Ayushman Khurana has given expression to our sentiments towards Bharat Ma, this Mother’s Day.”
Lalatendu Panda, Chief Marketing Officer, Reliance Retail Value Format, said, “In recent years, Mother’s Day has been gaining wide spread traction, especially on Social Media. But keeping in mind challenges posed by the ongoing pandemic, we wanted to take a more nuanced stance by paying tribute to the shared Indian spirit & love for Bharat Maa. As a responsible brand and an integral part of the community, we are putting across a simple message - Only a collective resolve to maintain discipline and patience can restore our nation to its rightful state of happiness."
“The one thing this pandemic has taught us, is to not take our privileges for granted. Keeping this and the current somber mood of the country in mind, we wanted to use the occasion of Mother’s Day to give a befitting and a long overdue tribute to mother India. #BharatMaaKeLiye is a pledge for our motherland, a pledge to follow all lockdown protocols which will help us fight the COVID-19 pandemic,” said Dheeraj Sinha, Cheif Strategy officer and MD Leo Burnett India
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