Saffola Gold has launched a Mother’s Day digital campaign centred on the emotional insight that mothers often conceal their own discomfort to protect their families.
Conceptualised around the idea of mothers as the “World’s Best Liars”, the film shifts focus from celebration to awareness, encouraging families to recognise subtle signs of health concerns, particularly related to heart care.
The narrative follows a mother–daughter story featuring Sheeba Chaddha, portraying a mother who downplays her discomfort despite visible signs of breathlessness. Told through the daughter’s perspective, the film builds towards a realisation that while words may reassure, underlying health signals often tell a different story.
Developed by WPP and produced by Lifafa Studios, the campaign adopts a restrained, realistic storytelling approach to drive emotional resonance.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “Proactive heart care is at the core of Saffola's purpose. This Mother’s Day, the brand encourages consumers to turn their care towards the ones who have quietly cared for them all their lives and continue to do so. The campaign is rooted in a powerful insight – parents often downplay their own health concerns, masking discomfort and ignoring symptoms to spare their children any worry or anxiety. This self‑silencing stems from deep, selfless love. Through this initiative, Saffola goes beyond a moment of celebration to inspire young consumers to notice the subtle signs in their parents’ health, open honest conversations, and make everyday choices that support long‑term heart health.”
Through the initiative, Saffola Gold reinforces its focus on proactive heart care, urging consumers to initiate conversations, recognise early symptoms and adopt everyday habits that support long-term health.
