Air India celebrates Mother’s Day with a unique creative initiative

 Air India – the country’s leading airline and a member of Star Alliance – today released a short film to celebrate Mother’s Day with a unique artistic tribute to mothers around the world, and the things they do for their loved ones. The innovative self-shot film beautifully and authentically captures the strong emotional bond shared between a mother and her child. Every journey is made sweeter by a mother’s care and affection.

 The film is self-shot by different creators from countries around the world and this lends a distinctly “original” touch to the production. The subtle message of care and concern comes alive in some of the most endearing gestures, such as the “things that Moms do” to pray for her child as he or she steps out on a long journey. Vignettes of cross-cultural customs, passed down for generations, are brilliantly portrayed as mothers wish their child with lucky charms, warm hugs, and messages of love, through mother-child rituals and caring calls. All these heart-touching frames are woven together to form an engaging large mosaic of the “small things that mothers do that make the big journeys possible”. Irrespective of the communities, cities, and countries that these mothers belong to, their genuine concern and spontaneous affection bind them as one unmistakable metaphor for care.

 Speaking on the film, Sunil Suresh, Head of Marketing and Communications – Air India said, “We believe loved ones give meaning to any journey and moms play an irreplaceable role in everyone’s life. We had reached out to some wonderful people around the world and requested them to capture the unique ways in which their moms send them off on their journeys. The genuine emotion and love shine through, and is our tribute to moms around the world.”

 Featuring diverse creators from across the globe, including Grammy-nominated Afrofuturist musician Pierce Freelon, Pakistani-Korean creator Fahila Muzaffar and digital creator Winnie Lee from Toronto, the video is a refreshingly original and heartfelt ode to mothers around the world.