Reliance Fresh and SMART pay tribute to Mother India

Aroundthe occasion of Mother’s Day, Reliance Fresh and SMART superstore, the supermarket brands from Reliance Retail, have launched the digital campaign #BharatMaaKeLiye.

During a time whenthere will be a clutter of communication speaking about mothers,Reliance Fresh and SMART have brought in a completely new meaning to mother’s day.

Of special relevance during these unprecedented times, thedigital film hearkens back to aspecial ‘Mother’: Mother India.

With a thought-provoking idea, a larger call is being made to stand for a bigger cause this Mother’s Day.

At the center of the campaign is a film helmed by celebrated actor Ayushmann Khurrana, who tells us the story of Mother India. The idea rests on the bedrock of a contrast - the Mother India we are all used to, versus her situation in the current Covid-19 pandemic.

The filmhas three parts to it. It starts with the pre lockdown periodshowcasing how every corner of Mother Indiawas filled with people going about their daily lives, celebrating the myriads ofjoyous occasions that are a hallmark of our country.

Second part is the current situation under lockdown -every lane is empty, every child of hers locked behind doors, a gloom has dawned upon them. And like any other mother, Mother India too is unhappy to see her children in sorrow. 

The last part is a powerful evocation to each one of us – only if we resolve to fight through this crisis together, can we returnMother India to her true nature. She can only be happy when her sons and daughters will live joyously & fearlessly again.

Finding our Mother India’s lost happiness is luckily in our hands. By acting responsibly and strictly following the rules that come with this lockdown, in the long run we will be safe& the vibrancy will return to our lives & our country. Only through our determination will Mother India be happy and her smile be safe again.

 Speaking about the campaign Damodar Mall Chief Executive Officer – Grocery Retail said “The biggest symbol of our collective feelings during these taxing times, is Bharat Ma. We are happy that Mr. Ayushman Khurana has given expression to our sentiments towards Bharat Ma, this Mother’s Day.”

Speaking about the campaign Lalatendu Panda, Chief Marketing Officer, Reliance Retail Value Format (Reliance Fresh and Smart) “In recent years, Mother’s Day has been gaining wide spread traction, especially on Social Media. But keeping in mind challenges posed by the ongoing pandemic, we wanted to take a more nuanced stance by paying tribute to the shared Indian spirit & love for Bharat Maa. As a responsible brand and an integral part of the community, we are putting across a simple message - Only a collective resolve to maintain discipline and patience can restore our nation to its rightful state of happiness." 

Adding further Sachin Kamble, National Creative Director, Leo Burnett India said “The one thing this pandemic has taught us, is to not take our privileges for granted. Keeping this and the current somber mood of the country in mind, we wanted to use the occasion of Mother’s Day to give a befitting and a long overdue tribute to mother - India. Making #BharatMaaKeLiye a wake-up call for all of us to take better care of our home starting with pledging our support to follow all lockdown protocols which will help us fight the COVID-19 pandemic.”

This film is a befitting tribute to this ‘other’ mother. Reliance Fresh and SMART have put out a deep message to all Indians and have called upon everyone to collectively take care of Mother India, starting this Mother’s Day.