Mum depicted as difficult Government official in mother’s day campaign for Indian retailer

Indian furniture and home products retailer Pepperfry has created a long form video campaign in which a family is left frustrated when a mum takes on the officious air of a Government employee.

A series of videos, filmed in collaboration with women-centric Youtube channel Girliyapa in the run-up to mother’s day, is designed to demonstrate how mums are often the problem-solvers in the household.

In the tongue-in-cheek video, everyday life is turned on its head when the mother acts and talks like a bureaucratic, and obstinate, Government official.

The videos end with a Pepperfry promotion for mother’s day.

Pepperfry head of brand and digital marketing, Mihir Kulkarni, heralded the campaign as “an ode to all mothers and their selfless attitude”.

The videos will be hosted on Pepperfry’s own platforms and Girliyapa and supported through other channels.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing