This Mother’s Day, Badshah Masala stirred up more than just spices—it sparked a cultural conversation with its touching new digital campaign, ‘Maa First’. Conceptualised by Tonic Worldwide, the campaign gently questions a deeply familiar routine in Indian households: mothers eating last.
Instead of viewing this as mere sacrifice, the brand explored a more nuanced reality—what if she chooses that quiet moment after everyone else has eaten? Still, the campaign nudges us to flip the script and serve her first, even just for a day, in a gesture of love and gratitude.
The digital-first initiative enlisted creators like Seema Marathe, Ansh Dhote, and Sonia Kotak’s daughter to recreate their moms’ favourite meals and serve them first. The campaign blended tech and tradition—using Badshah Masala’s chatbot to guide recipe creation, making it easy for influencers to cook with care and intention.
The result is a tribute not just in words, but in action—one that champions a small but meaningful shift in how we celebrate the women who feed and nurture us.
In a crowded landscape of emotional Mother’s Day content, ‘Maa First’ stands out for its simplicity, relatability, and subtle power. It reinforces Badshah Masala’s position as not just a household name, but a brand that truly understands the heart of the Indian kitchen.
