Aditya Birla Capital’s campaign ‘Motherhood on Hold’ has secured the 23rd position in IMPACT’s Top 75 Campaigns of 2025.
Released on Mother’s Day, the campaign addresses the rising financial pressures associated with motherhood and how they are influencing many women to delay having children.
The narrative centres on a woman conducting what appears to be a standard HR exit interview. The film later reveals that the ‘candidate’ being let go is her future child, symbolising a postponed aspiration driven by financial constraints.
The campaign aims to encourage women to take greater control of their financial planning, reinforcing the idea that motherhood should be a planned choice rather than a forced trade-off.
The campaign was created by FCB Kinnect under the creative leadership of Neville Shah, Chief Creative Officer, and Savio Banerjee, Executive Creative Director.
For its 2025 rankings, the IMPACT editorial board assessed campaigns on parameters including narrative clarity, creative execution, originality, and production quality. The final list recognises campaigns that delivered strong brand messaging through culturally relevant storytelling.
