With brands ranging from the hospitality to FMCG industry leveraging the marketing potential of Mother’s Day to targeted audiences, broadcasters were not far behind, as most of them offered special programming across genres to celebrate the day.
English comedy channel Comedy Central from Viacom18 stable showed its appreciation for mothers with a marathon of the entire season of the comedy series ‘Odd Mom Out’ on the same day from 12pm to 5pm.
Bennett, Coleman and Co’s English movie channel, Romedy Now aired a special property on the day titled Mum’s The World’ featuring romantic movies like ‘Mamma Mia’, ‘My Big Fat Greek Wedding’, ‘The Big Wedding’, ‘Maid in Manhattan’ and ‘Life As We Know It,’ from 9am to 9pm.
English entertainment channel Zee Cafe aired the entire season of ‘The Mysteries of Laura,’ an American police procedural comedy-drama series on May 7 and 8 from 10 am onwards.
On the other hand English entertainment channel from AXN chose to celebrate this day with some science fiction action on May 7 and 8 from 12 pm to 6 pm. It aired back-to-back screening of popular American sci-fi series ‘Extant’, a futuristic thriller by acclaimed director Steven Spielberg, centered around a female astronaut, essayed by Academy Award Winning actress Halle Berry.
English music channel VH1 aired a special show on this occasion called ‘Sweet Mother of Mine’ which featured artists accompanied by their mothers at 10 am and 6pm. 9X Jalwa played the songs of yesteryear actresses like Sharmila Tagore, Neetu Singh, Hema Malini and Mumtaaz among others, with a small trivia on them between 9 and 10 pm.
International music channel 9XO ran a contest where it invited viewers to send in photos with their mothers via Snap9XO on Snapchat. The best ones were featured on the channel. Marathi music channel 9X Jhakaas played a humorous show called, ‘Aai Padadyawarachi – Padadyamagachi’ where they played special interview with actresses who played on-screen mothers like Rohini Hattagandi, and Shubhangi Gokhale.