Plush has launched its new “Here For You, Mama!” campaign this Mother’s Day to spotlight the often-overlooked realities of postpartum recovery and maternal care after childbirth.
At the centre of the campaign is a social experiment that reveals how attention typically shifts entirely towards the newborn, while mothers’ physical and emotional needs are frequently ignored. Participants were asked what they would buy for someone who had just given birth and were given ₹1000 for purchases. Most chose gifts exclusively for the baby, reflecting the lack of awareness around postpartum support for mothers.
Through the initiative, Plush aims to encourage conversations around the challenges women face after childbirth, including physical recovery, exhaustion, hormonal changes, emotional stress, and discomfort – aspects that often remain invisible despite requiring significant care and support.
Alongside the campaign, Plush has introduced a new maternity care range designed specifically for postpartum recovery. The collection includes maternity pads and maternity panties created to manage heavy postpartum flow while remaining gentle on sensitive skin. The products are free from harsh chemicals and fragrances and focus on comfort, hygiene, and safety during recovery.
Commenting on the campaign, Ketan Munoth, Co-founder of Plush, said the initiative was created to remind people that while families prepare extensively for the baby, mothers also deserve equal care, attention, and support during the postpartum phase.
