Indian ethnic wear brand BIBA, in collaboration with Enormous Brands, has launched a heartfelt Mother’s Day campaign that turns attention to the often-overlooked emotional journey of new mothers. Titled #MakeMomsFeelSeen, the campaign focuses on how new moms frequently become invisible as all attention shifts to the newborn.
The campaign film captures the quiet reality of postpartum life, portraying a woman who, while celebrating her child’s arrival, silently navigates the physical and emotional upheavals of new motherhood. It highlights how she trades her own identity and personal needs for sleepless nights, feeding schedules, and unending care—all while fading into the background of her own story.
“We often celebrate the baby, but forget to check in on the mother,” says Sindhu Sharma, National Creative Director North at Enormous Brands. “This film reminds us that when a baby is born, so is a mother. It’s about giving voice to what many new moms feel but rarely express.”
Ekta Dutta, Head of Marketing at BIBA Fashion, adds, “At BIBA, we’ve always celebrated the many roles women play. This Mother’s Day, we focus on those newly stepping into motherhood—an experience both beautiful and overwhelming. We want new moms to feel seen, valued, and supported.”
The #MakeMomsFeelSeen campaign is now live across BIBA stores and digital platforms, alongside a special Mother’s Day collection available online, with exclusive discounts for mothers. The emotional campaign film can be viewed on BIBA’s social media channels.
