This Mother’s Day, men’s fashion brand Snitch is challenging the growing trend of performative online celebrations with a heartfelt message: be present, not just visible. Through its latest digital campaign, Snitch encourages people to step away from their screens and focus on genuine, offline moments with their mothers.
The campaign features a poignant film that critiques how a day meant for emotional connection has increasingly become about filters, hashtags, and public validation. In doing so, it gently reminds viewers that while social media may capture moments, it often misses the meaning behind them.
Rather than highlight extravagant gestures or viral-worthy content, the film emphasizes the beauty of simple acts – a shared meal, a quiet conversation, or uninterrupted time spent together. These, it says, are the true gifts of Mother’s Day.
Chetan Siyal, CMO of Snitch, explains the campaign’s intent: “We’re not against digital celebration. We’re just urging people to pause and be more present. Sometimes, the most meaningful gift is simply showing up – with attention and love.”
With this campaign, Snitch shifts the spotlight from curated feeds to authentic connection, encouraging a more mindful and heartfelt way to celebrate the most important woman in our lives.
