SPACES by Welspun unveils #NoOtherLikeMother campaign

The film, conceptualised by 21N78E Creative Labs, is being rolled out across all social media platforms

e4m by exchange4media Staff
Updated: May 10, 2019 4:17 PM

SPACES, the home linen brand from Welspun India, applauds mothers for their unconditional love and abundant warmth on Mother’s Day through their #NoOtherLikeMother campaign. The campaign highlights how a mother’s heart is a space that welcomes all. 

Inspite of cultural codes evolving, certain things don’t change; like the unconditional love that a mother has for her child. Be it bailing her child out of trouble with the school teacher; celebrating every small achievement; tirelessly looking after her children when they are ill; or the unparalleled support provided at every new juncture of life, a mother is every child’s hero. While the society might discriminate and have opinions, a mother will accept her children for whatever and whoever they are; and this very warmth is reflected in her hearth. 

SPACES is celebrating this thought with their campaign #NoOtherLikeMother that revolves around the importance of inclusivity and acceptance on the occasion of Mother’s Day.

The film, conceptualised by 21N78E Creative Labs, begins with a mother who is sprucing up her son’s room and ensuring that every nook and corner of the room is clean, as the son is asthmatic. Eagerly waiting and excited to see him after 3 years she wonders what the son wants to share with her. The son arrives with another individual and introduces him as his partner, thereby sharing the news of their engagement to his mother. The son, who was bracing himself for a tough reaction, breathes a sigh of relief to see that the mother is upset, not because he is engaged to a boy, but because he did not share this news with her earlier. The video ends with the mother welcoming the son and his partner and celebrating their engagement with a voice over saying - A mother’s heart is a space that welcomes all.

Speaking about the campaign, Manjari Upadhye, CEO – Domestic Business, Welspun India says, "SPACES is an innovative, empathetic and inclusive brand that understands what being a mother is truly about. Our innovative products are thoughtfully designed to make their life easier. They are our biggest inspiration because they keep the home fabulous. This campaign is a tribute to their forward-thinking and we are confident it will resonate with mothers and their children alike.”

Navin Kansal, Chief Creative Officer, 21N78E Creative Labs, the agency behind the campaign adds, “The dichotomy of a mother’s life today is far more complex than it was in the past. Millennials expect their mothers to be empathetic to their life choices. Yet at the same time while they can be non-conformist, they still seek approval from their mothers. This tension forms the core of the film and the campaign, a snug fit for a brand like SPACES that makes the home a safe place- thoughtful, warm and comforting.”

The digital campaign is being rolled out across all social media platforms. 

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