MUMBAI, INDIA — As the world celebrates Mother’s Day during an unprecedented situation, countless mothers are playing exceptional roles to serve and protect society, yet again.
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As an initiative that began last year, #MomsOnDuty acknowledges and celebrates mothers on the frontlines, who take it upon themselves to serve society along with their responsibilities towards their families.
One such example is mothers who are home chefs or have home-kitchens and are selflessly serving numerous families that are struggling to cook food in the lockdown or are currently COVID positive or in quarantine.
As a sequel to last year’s #MomsOnDuty campaign, this year Kotak Mahindra Bank’s Silk Programme is honouring such mom-run ventures that are defying all odds and contributing to society by serving home-cooked meals to the needy.
This year, as a part of the Thumbstopper video series, the brand salutes the women who balance their duty as mothers and also reveres their unshakeable spirits like Heena from Harsh Thali and Paratha. Mom-run ventures like these are feeding hundreds of poor people, every single day in demanding times like these.
The campaign has been released across all social media platforms to reach out to people through every medium, from every part of the country.
CREDITS
Client: Kotak Mahindra Bank
Agency: Tonic Worldwide
