Online fashion retailer AJIO has unveiled a witty new digital campaign titled Movement of Offended Mothers (M.O.M.) to celebrate Mother’s Day. The campaign stars acclaimed actor Sheeba Chaddha as the head of a fictional support group for mothers of India’s most popular influencers and comedians.
The short film playfully addresses the common issue of thoughtless gifting. It humorously portrays how these “superstar kids,” despite their fame and followers, often forget to put effort into meaningful gifts for their moms. The narrative blends humor and emotion, encouraging viewers to celebrate their mothers with more thought and care.
Highlighting the often-overlooked contributions of moms behind the scenes, the film features a range of relatable mother figures and urges audiences to recognize their impact. Alongside the campaign, AJIO introduces its dedicated Mother’s Day Gifting Store, offering curated selections of fashion, jewellery, accessories, and more — including gifts for pet moms and plant moms.
An AJIO spokesperson shared, “Moms have always been the original influencers — shaping lives and setting trends. With Movement of Offended Mothers, we’re reminding everyone not to let their moms join this group. Gift thoughtfully. Gift joyfully.”
The campaign is live across AJIO’s Instagram, YouTube, and app platforms, with additional promotion on major pop culture and fashion media outlets. Through this blend of humor and heart, AJIO aims to inspire better gifting and a deeper appreciation for mothers everywhere.
