In honour of Mother’s Day, KLAY Preschools and Daycare, one of India’s most trusted early education and childcare providers, has unveiled a poignant digital campaign that challenges the enduring image of the “do-it-all” mum. Aptly titled “You don’t need to do it alone”, the initiative shines a light on the often-unseen network of support that helps mothers balance their many responsibilities.
Conceptualised and produced in-house, the short film captures the story of a modern working mother, beginning with a moment of early morning solitude on her yoga mat. As the day unfolds, the narrative shifts into a series of tender flashbacks—her partner soothing the baby, a cook preparing meals, grandparents entertaining the child over a video call, and a KLAY teacher greeting them warmly at drop-off.
These vignettes, crafted with understated emotion, speak to the everyday realities of parenting: quiet sacrifices, the invisible helping hands, and small gestures that carry immense meaning.
The film ends with the mother arriving at her workplace, calm and composed—not because she has done everything on her own, but because she has been supported by her “village.” It closes with the campaign’s signature message: “You don’t need to do it alone” and the hashtag #ItTakesAVillage, urging viewers to acknowledge the broader caregiving ecosystem.
Shireen Sultana, Senior Vice President – Marketing, KLAY Pre-School and Daycare, shared, “This campaign is a gentle reminder to every mother carrying the weight of doing it all, you were never meant to do it alone. At KLAY, we see the quiet strength it takes to show up every day, and we also see the village that makes it possible. This Mother’s Day, we honour not just the moms, but the love, care, and quiet support that holds them up.”
By focusing on the shared effort behind parenting, KLAY’s campaign resonates especially with millennial parents and working mothers seeking emotional balance and shared responsibility. It is not merely a marketing effort but a reaffirmation of the brand’s commitment to being a genuine partner in every parent’s journey.
