This Mother’s Day, Philips Home Appliances shifts the conversation from celebration to reflection with its campaign, ‘Ghar ka kaam sabka kaam.’ At its core lies a simple yet uncomfortable question – why is household work still seen as a mother’s responsibility?

Video Link: https://www.youtube.com/watch?v=W5mhWHgobz4

Set within a multi-generational home, the film captures everyday interactions that feel familiar to most families. Through these moments, it highlights how domestic chores are often unconsciously assigned to one person, while others are seen as merely “helping.” The campaign challenges this language, pointing out how the word itself reinforces unequal ownership.

Featuring Girija Oak and Yamini Das, the film adopts a restrained, realistic tone rather than dramatization. Conceptualised by Restless@MagicCircle and directed by Amrit Raj Gupta, it focuses on subtle storytelling to reflect lived experiences rather than pushing a heavy-handed message.

The brand emphasises that the campaign isn’t about introducing new behaviours, but about re-examining long-held assumptions. By questioning everyday language, it aims to spark a deeper shift in how responsibilities are perceived and shared within households.

Amplified across social platforms through creators and cultural voices, the campaign extends the conversation beyond the film – encouraging dialogue around gender roles and domestic equality.

With this initiative, Philips positions itself not just as a household appliance brand, but as a voice advocating for more balanced, conscious living at home.