AJIO rallies offended moms against thoughtless Mother's Day gifts

This Mother’s Day, AJIO has launched a Mother's Day campaign, ‘Movement of Offended Mothers (M.O.M.)’.

In a short film starring acclaimed actor Sheeba Chaddha, AJIO brings together a self-help group of mothers of India’s most loved (and most distracted) influencers and comedians. Their shared grievance? A chronic lack of meaningful gifts from their superstar kids.

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With sharp wit and relatable humour, the film shines a light on the real unsung heroes behind every ‘glow-up’ and ‘viral reel’ - their moms. From ‘Rebel Mom’ to 'OP Mom’, the film’s characters represent the many flavours of motherhood, while slyly nudging audiences to not miss the opportunity to make their own mothers feel seen and celebrated.

Building on its growing cultural voice, AJIO smartly weaves in its Mother’s Day Gifting Store, showcasing curated fashion, jewellery, accessories and more, for all kinds of moms, even pet moms and plant moms.

Speaking on the campaign, an AJIO spokesperson said: "Moms have always been the original influencers - setting trends, shaping attitudes, and building dreams. This year, we wanted to give them their due with a campaign that’s as sharp and as spirited as they are. Movement of Offended Mothers is our cheeky way of saying: Don’t let your mom join this movement. Gift thoughtfully, gift joyfully."

The campaign is now live across AJIO’s digital channels, including Instagram, YouTube, and in-app, with targeted amplification on leading pop-culture and fashion platforms.