Description
A ₹1 crore reality is delaying motherhood for millions of women. In a space where Mother’s Day focuses on celebration, we reliased that this reality is never acknowledged before. Women are already balancing careers, expectations, and a biological clock. Yet even when they feel ready, affordability call the shots. So this time, we decided to address this reality. We used a simple metaphor, a corporate decision. A woman rejects the right candidate due to budget constraints, only to reveal that the “candidate” is her future child, the child she wanted dearly. This reframing hooked the audience and showed the reality many women are facing. The campaign created space for women to acknowledge this reality, talk about it, and approach it with more clarity. Because when cost shapes the decision, planning becomes essential and love shouldn’t have to wait.
