Philips Home Appliances challenges ‘helping mom’ narrative with Mother’s Day campaign

Philips Home Appliances has rolled out a Mother’s Day campaign that questions a deeply embedded cultural norm in Indian households the idea of “helping” one’s mother with chores.

Titled ‘Ghar ka kaam sabka kaam’, the campaign shifts the conversation from celebration to introspection, urging families to reconsider why household responsibilities are often seen as the mother’s primary role. Instead of presenting a traditional tribute, the film highlights how everyday language can reinforce unequal ownership of domestic work.

The narrative unfolds through a multi-generational family moment, where children preparing a meal for their mother are praised for “helping.” The mother’s response—questioning why it is called help when it is their home too—anchors the film’s central message. The campaign points to how such seemingly harmless phrases, passed down over time, subtly shape behaviour and perceptions within families.

Conceptualised by Restless @ MagicCircle and directed by Amrit Raj Gupta, the film features performances by Girija Oak and Yamini Das, focusing on realism and restraint rather than overt messaging.

Pooja Baid, CMO at Versuni, said the campaign aims to prompt a simple but often overlooked question around ownership of household responsibilities, adding that meaningful change begins with small shifts in language and behaviour.

Echoing this, Angira Lahiri, head of strategy at Restless @ MagicCircle, noted that the idea of one person being solely accountable for the home is flawed, and that language plays a key role in shaping these dynamics. Dheeraj Renganath, CCO at the agency, added that the storytelling approach was intentionally understated to ensure the message felt authentic rather than rhetorical.

The campaign is being amplified across social media, with parents, creators and commentators sharing personal reflections on upbringing and evolving household roles. Positioned as more than a one-day initiative, the brand aims to build an ongoing conversation around shared responsibility at home, moving beyond traditional Mother’s Day messaging.