Ugaoo, India’s leading houseplants and urban gardening brand, is making a bold departure from traditional Mother’s Day tributes with its latest campaign, Moms In All Forms. Launched ahead of the occasion, the campaign uses humour, emotional depth, and quick commerce to celebrate the multifaceted nature of modern motherhood.
At the centre of the campaign is a vibrant, content-forward brand film that poses a culturally resonant question: What even is a mum today? The answer, delivered with warmth and wit, ranges from the ever-nurturing sister and mentor-like boss to the best friend with emergency contact status or the wise aunt who brings dessert and perspective.
Each figure of maternal care is matched with a meaningful gift — a curated plant pod available for 10-minute delivery through Blinkit, Zepto, and Instamart. These limited-edition plant pods are not only symbolic gestures of gratitude but also embody themes of nurturing, growth, and sustainability.
“Motherhood today is layered, dynamic and beyond biology,” says Siddhant Bhalinge, Founder, Ugaoo. “With Moms In All Forms, we wanted to move past traditional, emotional tropes and spotlight the many ways women nurture, guide, and uplift us. Our partnership with quick commerce platforms makes this appreciation instant and impactful.”
The campaign introduces relatable characters such as Jia, the Zen-like plant mum; Sheela, the practical biological mother; and Ishi, the loyal bestie who always shows up. Others include Soumya, the indulgent luxury auntie, and Janvi, the multi-tasking sister-slash-life coach — each brought to life with charm and authenticity.
Far more than a seasonal push, Moms In All Forms marks Ugaoo’s assertive entry into the emotional branding space, showing how storytelling can drive both cultural relevance and commercial immediacy.
By weaving lifestyle, humour and purpose into its narrative, Ugaoo continues to evolve from a plant company into a lifestyle brand — one that resonates with the nuances of contemporary relationships and values emotionally intelligent commerce.
Watch campaign film here
