This Mother's Day, Biba makes moms feel seen
HighlightsIndian wear brand Biba, in collaboration with Enormous Brands, has launched a Mother's Day campaign addressing the emotional invisibility of new mothers, emphasizing their transformation post-childbirth. The campaign, titled #MakeMomsFeelSeen, aims to shift the focus from the newborn to the mother, encouraging society to acknowledge and celebrate the woman who has just given birth. Led by mothers from both Biba Fashion and Enormous Brands, the campaign emphasizes the importance of recognizing new mothers not just for their caregiving roles, but for their identities and experiences.
Indian wear brand
Biba
, in collaboration with
Enormous Brands
, has launched their new Mother's Day campaign that shines a light on the truth spoken about the
emotional invisibility
of
new mothers
.
While the world showers love on the newborn, the woman who just gave life often fades quietly into the background.
'This film is a gentle reminder that while a child is born, so is a new mother. Rooted in an emotional insight that's rarely acknowledged, the film gives voice to what countless new moms feel, but rarely says out loud,' said Sindhu Sharma, national creative director North, Enormous Brands.
The new film captures the quiet transformation many women undergo post-childbirth. Trading identities, dreams and desires for diapers, feeding schedules and constant caretaking. As everyone gathers around the newborn, the mother quietly fades into the background.
'Through this film, we hope to shift the narrative to ensure that new mothers feel seen, valued, and supported—not just for what they do, but for who they are,' said Ekta Dutta, head marketing, Biba Fashion.
What makes this campaign even more special is that it was led by mothers on both sides—client and agency—who brought their lived experiences and empathy to the heart of the story, the company stated in a press release.
With the campaign hashtag
#MakeMomsFeelSeen
, BIBA calls for a cultural reset- one that shifts the spotlight back to the new mother. In a world that rushes to celebrate the baby, Biba urges us to pause, acknowledge, celebrate and support the woman who just gave birth.
With its perfect blend of thoughtful storytelling and emotional resonance, Biba's #MakeMomsFeelSeen campaign is live across its stores and digital platforms.
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