Lifelong's New Film by Centrick celebrates an evergreen home hero: our moms!

As we locked ourselves down and started working from home, we soon realised it was not as easy as it seemed. Memes, #’s and everything about working from home started trending. Soon the pains began to show. Each and every task (not work related) got documented and became a showcase of our newly acquired talents at home. However, some people have been doing this for ages. And yet they have been taken for granted; seldom appreciated, and rarely celebrated. Our retired parents are just one of the many such unsung heroes.

 With its newly launched film, Lifelong, a consumer appliances brand has decided to highlight the fact that house work is just as (if not more) tough and tiring than office work. In its first film it showcases a day in the life of a retired mother. But, has she really retired?

 Shot at home in April and just launched, the video has already been making the rounds on social media. 

 Roy Menezes - Partner & Chief Creative Officer at Centrick says, The idea came from a conversation with our Art Director. Watching his mother over days he realised her days are somehow more packed than his. Yet, everything on her list is completed every day. So the question, when our parents reach retirement, do they actually retire? We used this insight to craft a film for a product that actually gives you that one moment where you can sit back and put your feet up and riminess life’s cherished moments.

 Prerna Nagpal - Head Of Marketing at Lifelong Online Retail Pvt. Ltd. says we went with a simple idea of massagers being great gift for your parents. Our brief to communicate the value of massagers was met with brilliant creative concept by Centrick.

 The film has already almost crossed half a million views in 24 hours.