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Time of India
08-05-2025
- Business
- Time of India
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:
Time of India
23-04-2025
- Business
- Time of India
Flipkart ad labels its double sale as Sa Sa Le Le
E-commerce giant Flipkart has launched a summer sale campaign. Dubbed "SASA LELE," the double sale campaign promises twice the excitement and twice the discounts. The campaign hinges on a jingle that repeatedly chants "SaSa LeLe" instead of explicitly mentioning a sale. The jingle is accompanied by visuals that showcase Flipkart's diverse product catalogue – from refrigerators to kurtas – in a repetitive and absurd manner. A promotional link released by Flipkart warns viewers, "Be warned warned, you can't see this just once once." Pratik Shetty, CMO at Flipkart, said, "We briefed the team to be bold, creative, and unexpected. And SASA LELE hits that sweet spot. It's so strange, it's smart. The audience will watch it once, then twice. Maybe thrice. SASA LELE is beyond possibilities – it's not just a sale, it's a DOUBLE SALE.' Rohan Mehta, CEO of FCB Kinnect , added, "In today's attention economy, the weird wins. And with this campaign, we doubled down on the weird. SASA LELE is a dream come true for our mad-hatters. It's creative, it's memorable, and most importantly, it's unmistakably Flipkart." Neville Shah, CCO at FCB Kinnect, said, 'A sale is about selling. And with a sale almost on all the time, we needed to announce the size of this. We looked at pop culture. Then owned it. A meme made GRAND? Opera. What are the things on sale? THE CATALOGUE. How do we have fun? Like this. We love it.' Whether it's the nonsensical jingle, the repetitive visuals, or the sheer audacity of the concept, one thing is clear: Flipkart is betting big on the power of the unusual to capture consumer attention and drive sales. Watch the film here:
