Excelsior Correspondent
MUMBAI, Nov 27: Voltbek Home Appliances Private Limited – a JV between India’s No. 1 AC Brand, Voltas and Europe’s leading free standing consumer durables player, Arçelik has launched a new Digital Video Commercial (DVC) ‘Kahan Gaya Mummy Ka Sunday’ which is a part of ‘The Sunday Paradox’, a larger campaign between Voltas Beko and Momspresso, a platform providing content for the multi-faceted mothers of today.
The video is based on the insights gained from an in-depth research conducted amongst mothers across India to understand their latent needs for personal time on weekends.
This video, conceptualized by Momspresso, is created as a thought starter to compel the audience to think about a missing day of rest for the mother – irrespective of whether she is a stay-at-home-mom or a working professional.
In a simple slice of life narrative, the film depicts a typical Sunday in the life of a mother wherein she is attending to one household chore after another, trying to get the routine stuff out of the way.
The film goes on to depict a chance remark by her young daughter which jolts the father into sudden realization that indeed, his wife just doesn’t get a break.
The collaboration also released a detailed survey called ‘The Sunday Paradox’ which showed that 50 per cent moms across India state that Sundays are more stressful than weekdays due to household chores and preparations for the coming week while 43 per cent moms across the country said they do not get to wake up late on Sundays.
Speaking about the digital video and the running campaign, Jayant Balan, CEO, VoltBek Home Appliances Limited, said, “Mothers across the country are working without a break, much harder than most others in progressing their career and in taking care of their homes and families.”
Parul Ohri, Editor Momspresso and the Creative Producer of the film added, “Even with the best of intentions it is easy for family members to take the mother for granted, to enjoy your perfect Sunday without realizing it comes at the cost of her day of relaxation.
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