AJIO, India’s leading online fashion destination, has launched a humorous and sharp-tongued Mother’s Day campaign titled ‘Movement of Offended Mothers (M.O.M.)’. With a cheeky twist on traditional gifting guilt-trips, the campaign features a tongue-in-cheek short film starring acclaimed actor Sheeba Chaddha.
The film introduces a fictional self-help group of mothers—portrayed as the real unsung heroes—whose children are India’s most followed influencers and comedians. Their collective complaint? A complete lack of meaningful Mother’s Day gifts from their social media-savvy offspring.
With its mix of wit and relatability, AJIO’s campaign shines a spotlight on the behind-the-scenes contributions of mums to their children’s online fame. Characters such as ‘Rebel Mom’ and ‘OP Mom’ reflect diverse expressions of motherhood, while gently nudging the audience to honour their own mums.
Seamlessly integrated into the campaign is AJIO’s Mother’s Day Gifting Store, which offers curated fashion, jewellery, and accessories tailored for all kinds of mums — from traditional matriarchs to pet and plant mums.
Speaking about the initiative, 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 on AJIO’s digital channels, including Instagram, YouTube, and its mobile app, and is being amplified through prominent pop-culture and fashion platforms across India.
