Aditya Birla Capital confronts the rising cost of motherhood
HighlightsAditya Birla Capital's campaign 'Motherhood on Hold' emphasizes the financial challenges women face in deciding to become mothers, encouraging early financial planning. The campaign creatively portrays the emotional toll of delaying motherhood, using a poignant HR exit interview metaphor to symbolize the deferral of motherhood dreams due to financial constraints. According to Darshana Shah, Chief Marketing Officer of Aditya Birla Capital, the campaign serves as a reminder that motherhood should never be a compromise and highlights the importance of financial readiness.
Challenging the traditional Mother's Day narrative, the campaign urges women to reclaim agency over their timelines through financial readiness and planning.
This Mother's Day,
Aditya Birla Capital
in creative partnership with
FCB Kinnect
moves beyond the usual celebratory lens to spotlight a growing and often unspoken truth - the rising
cost of motherhood
, and how it's compelling many women to put their dreams of parenthood on hold.
Titled 'Motherhood on Hold', the campaign has brought to life a powerful insight - for many women today, the decision to become a mother is no longer purely emotional, it's increasingly financial.
Backed by data that reveals a rising number of women
delaying motherhood
due to growing expenses, from prenatal care and childcare to education and everyday living, the campaign underscores the importance of early financial planning.
It encourages women to take control of their timelines, reminding them that with the right preparation, motherhood can be a choice, not a compromise.
The campaign employs a surprising and thought-provoking narrative device. A woman is seen conducting what appears to be a routine HR exit interview. But in a poignant twist, the 'candidate' she's letting go is revealed to be her own future child - a dream deferred by financial constraints.
The campaign paints a deeply relatable picture: that for many, delaying motherhood isn't a decision made lightly, it's a consequence of rising costs. And while the choice may be difficult, financial readiness can make all the difference.
Darshana Shah, chief marketing officer, Aditya Birla Capital said, 'Motherhood should never be a compromise. 'Motherhood On Hold' is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren't dictated by circumstance.'
Chandni Shah, chief operating officer, FCB Kinnect added, 'Motherhood on Hold' is for the women still waiting to become mothers, a reality often left out of the conversation. And that's where creativity becomes meaningful, when it bridges emotional insight with brand purpose.'
Neville Shah, chief creative officer, FCB Kinnect said, 'Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers that we can help them plan one thing and ease that stress.'
Watch the video here:
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
India Today
a day ago
- India Today
From gifts to gratitude: India's new way of celebrating fathers
The Rise of Gifting for Dads: How Father's Day is Becoming a Major Gifting Occasion in India. For decades, Father's Day remained a relatively low-key celebration in India, often eclipsed by culturally rooted occasions like Raksha Bandhan or Mother's Day. But that's starting to change. As emotional expression gains acceptance amongst younger Indians, there's a clear shift in how fatherhood is perceived and Today spoke with Avi Kumar, Chief Marketing Officer, FNP, to understand how gifting is becoming a central part of this evolving Father's Day STRONG PROVIDERS TO EMOTIONAL ANCHORSIn Indian households, fathers were traditionally seen as providers—present, but often emotionally reserved. Now, a generational shift is bringing fathers into a more emotionally connected light. 'Father's Day gifting in India remained modest for years,' says Avi Kumar. 'But younger consumers are rewriting the script. Gifting is no longer just an obligation—it's becoming the language of emotional connection.'This redefined image of fatherhood—affectionate, involved, and emotionally available—is now finding its way into how families celebrate the PERSONAL TOUCH TAKES PRIORITYOne of the strongest trends in recent years is the move away from generic gifts like ties or toolkits. Today's consumers are seeking out gifts that carry personal meaning—customised keepsakes, memory-filled photo albums, hobby-based hampers, and even letters of heartening is not just the increase in gifting volume,' says Avi Kumar, 'but the intention behind it. People want to give something that reflects who their father is—not just what he does.'This indicates a deeper emotional investment in making Father's Day more than just symbolic—it's becoming 2 AND 3 TOWNS JOIN THE CELEBRATIONInterestingly, the momentum isn't restricted to big metros. Thanks to improved digital access and the influence of social media, smaller towns are embracing Father's Day with growing enthusiasm.'Digital access has democratised celebration culture,' notes Avi Kumar. 'We're seeing increased traction from Tier 2 and 3 towns. The emotional sentiment behind Father's Day is resonating widely, not just in urban India.'It's a sign that celebrating dads is becoming an all-India phenomenon, cutting across geographies and JUST A TREND—A CULTURAL TURNING POINTThe rise in Father's Day gifting isn't just a passing commercial uptick; it's a reflection of changing societal values. Emotional awareness, especially toward father figures, is no longer a taboo.'This isn't just a commercial trend—it's a cultural evolution,' affirms Avi Kumar. 'Gifting occasions grow when sentiment meets expression. Today's consumers are finally articulating what earlier generations often left unsaid.'WHAT PEOPLE ARE GIFTING DADS TODAYadvertisementFrom thoughtful gestures to grand expressions, here's what's trending in Father's Day gifting:Personalised gifts: From engraved pens to photo collages and custom accessoriesThemed hampers: Grooming kits, fitness boxes, or snack collections curated to match dad's interestsExperience-based gifting: Spa sessions, game tickets, subscriptions, or even short getawaysDigital expressions: Interactive videos, voice notes, and virtual surprise partiesThis shift highlights the growing desire to make Father's Day more meaningful, rather than just ticking a Day in India is no longer just another imported occasion—it's becoming a heartfelt celebration of connection and gratitude. Gifts today aren't just material—they're carriers of meaning, memory, and Avi Kumar aptly sums up, 'This is more than a market movement; it's an emotional awakening.'For a generation learning to express affection more openly, Father's Day is a moment to pause, reflect, and say what was once left unsaid: Dad matters—and he deserves to be celebrated, not just remembered.
Hindustan Times
6 days ago
- Hindustan Times
Mom guilt driving women out of workforce? Expert shares 4 health consequences of the emotional burden, what can help
As women juggle household chores, parenting responsibilities, and work deadlines, they are at increasing risk of experiencing mom guilt. They find themselves overwhelmed by the emotional turmoil of feeling like they are not doing enough for their family and children. In a fast-paced work culture that has normalised the hustle, the guilt only presses on, as mothers try to balance both work and home with equal fervour, but still feel they are falling short on all fronts. In an interview with HT Lifestyle, Dr Michelle Shah, a Paediatric Lifestyle Medicine Specialist, unpacks this silent emotional burden. The effects are far-reaching, impacting their health to career growth. She explained mom guilt and added, 'Motherhood is often portrayed as a journey filled with joy, fulfilment and boundless love. Yet, for many women, this experience is accompanied by persistent feelings of guilt, self-doubt and overwhelm, a phenomenon widely known as 'mom guilt'. Today, a large number of working mothers find themselves walking a tightrope, expected to excel in their careers while managing the lion's share of caregiving responsibilities. This unrelenting pressure fuels a pervasive yet often overlooked emotional burden of guilt.' Dr Michelle Shah shared a detailed guide with us, explaining the origins of mom guilt to the health consequences: ALSO READ: Mother's Day 2025: Expert tips to support the mental wellbeing of working, stay-at-home and single moms From a health standpoint, mom guilt is not just a psychological challenge; it's a silent contributor to chronic disease. The mental strain manifests physically, affecting long-term well-being: Companies, policymakers, and communities must actively create environments where maternal well-being is prioritised. Solutions may include: 1. Flexible work policies: Encouraging adequate maternity leave, hybrid models, remote work and adaptable schedules that enable mothers to balance professional and family responsibilities. 2. Access to mental health support: Providing counselling services, mental wellness programs and emotional resilience training for parents. 3. Promoting workplace inclusion: Normalising caregiving duties among all employees, regardless of gender, to reduce the pressure on mothers alone. 4. Health-centered solutions: Encouraging mothers to embrace lifestyle medicine practices, such as balanced nutrition, physical activity, and mindfulness, as essential steps in managing stress and enhancing overall well-being. ALSO READ: Mother's Day 2025: 5 yoga poses for mothers to recharge and relax Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.
Economic Times
30-05-2025
- Economic Times
Aditya Birla Capital invests Rs 249 crore in its subsidiary ABHFL to fund growth, improve leverage ratio
Live Events (You can now subscribe to our (You can now subscribe to our Economic Times WhatsApp channel The Aditya Birla Capital Limited on Friday announced that it has made an investment of Rs 249 crore in its wholly owned subsidiary, Aditya Birla Housing Finance Limited "Aditya Birla Capital Limited ('the Company' or 'ABCL') has made an investment of Rs 249 crore on rights basis, in the equity shares of Aditya Birla Housing Finance Limited ('ABHFL')," said the company said that the investment is to fund growth and improve its leverage ratio of ABHFL. "Percentage shareholding of ABCL in ABHFL continues to remain at 100%," said the company through a stock exchange Aditya Birla Capital had announced an infusion of Rs 300 crore into its subsidiary Aditya Birla Housing Finance through a rights Aditya Birla Capital, a non-deposit taking non-banking financial company (NBFC), reported an over 30 per cent decline in consolidated net profit at Rs 865 crore for three months ended March 31, 2025. The company had posted a net profit of Rs 1,245.41 crore in the same quarter of the preceding fiscal year. Its total income grew to Rs 12,239 crore in the January-March quarter of the financial year 2024-25 (FY25), from Rs 10,803 crore in the year-ago period, Aditya Birla Capital said in a regulatory filing to the stock exchanges. The company said its board approved raising of funds by issuance of debt securities including non-convertible debentures (NCDs) for an aggregate amount not exceeding Rs 1,65,000 a separate statement, the company said that overall lending portfolio -- NBFC and HFC -- grew by 27 per cent year-on-year to Rs 1,57,404 crore as on March 31, 2025. Also, the total AUM -- AMC, life insurance and health insurance -- grew by 17 per cent year-on-year to Rs 5,11,260 crore, as on March 31, 2025. The total premium (life insurance and health insurance) climbed 22 per cent year-on-year to Rs 25,579 crore in FY25.
