Philips Home Appliances has launched a Mother’s Day campaign titled ‘Ghar ka kaam, sabka kaam’ that presents a fresh perspective on the concept of ‘helping out your mother at home’.
The gesture sounds generous, but it carries an assumption that the responsibility for the home was never yours to begin with. The campaign film leans into this discomfort, shifting the narrative from viewing household chores as only a mother’s responsibility to recognising them as a shared duty among all family members.
In the film, as children prepare a meal for their mother, the grandmother smiles and praises them for ‘helping’. What follows is an unexpected but powerful response from the mother: “Why do we call it help? Isn’t it their home too?”
The film is conceptualised by Restless @ magiccircle, directed by Amrit Raj Gupta and features Girija Oak and Yamini Das.
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Commenting on the campaign, Pooja Baid, CMO, Versuni India said, “This campaign is not about telling families to do something new. It is about asking a simple question we’ve stopped asking over time: when did the home quietly become one person’s responsibility? When we say someone is ‘helping’ at home, we unintentionally signal that the ownership lies elsewhere.”
She added, “As a brand that sits inside kitchens and homes every day, we felt it was important to move beyond celebration this Mother’s Day and start a more honest reflection. Because real change in homes doesn’t begin with grand gestures. It begins with small shifts in how we think, speak, and behave.”
Sharing more about the concept, Angira Lahiri, Head of Strategy, Restless @ magiccircle said, “The idea that one person is accountable for the home, while everyone else opts in and out, is fundamentally flawed. We don’t realise how much language shapes behaviour. This film tries to hold that mirror up.”
Dheeraj Renganath, CCO, Restless @ magiccircle added, “From the outset, we knew this idea would only work if it felt real, not rhetorical. That’s where storytelling becomes critical and you need restraint, not drama. Amrit Raj Gupta (of Gullak fame) was a great choice because he captures the ordinary with honesty, and with Girija Oak and Yamini Das, we had performers who could bring that precision without overplaying it. For us, the goal was to make it land as a lived truth, not a brand message.”
