Philips Avent has associated with Sania Mirza, a tennis player and a mother herself, to encourage mothers to make their comeback in their own way for their new brand campaign for its International Mother’s Day campaign.
This is in tune with its philosophy, under which every year the brand celebrates International Mother’s Day with a new brand campaign addressing some of the very pressing issues faced by mothers in today’s day and age.
Motherhood is one of the most sacred and revered roles that a woman can take on and the journey is even more incredible. However, it comes with its own unique challenges that can often make it difficult for mothers to pursue their passions and careers. After having children, a lot of women experience immense pressure to bounce back quickly, which can be incredibly overwhelming and exhausting.
Keeping this at heart, the brand has launched the #ComebackYourWay campaign, which highlights the struggles and triumphs of mothers everywhere.
Conceptualised by Momspresso, the digital campaign shows Mirza playing a tennis match, and throughout the game the voiceover addresses questions and doubts that society has thrown her way. But she responds to each of them with confidence, highlighting the incredible strength and determination of mothers.
The brand film integrates the Philips Avent Breast Pump as a helping hand to mothers which makes them stay connected with their babies even when they're away for work, and to continue providing them with the nourishment they need while navigating the challenges of motherhood.
As per Philips Avent, #ComebackYourWay is a reminder of the struggles and obstacles that mothers face when trying to make a comeback, whether it is in their careers, passions, or social lives.
The campaign kickstarted on Mirza’s social media handles last week when she asked her followers to pledge their support in helping mothers around them to make a comeback and so far, the initiative hosted on comebackyourway.co.in has received over 10000+ pledges from people across the country. The campaign is also running across Instagram and YouTube handles of the brand (both Philips India and Philips Avent), and Momspresso.
Following this, Philips Avent also launched #AskAvent - a knowledge hub for all lactating and breastfeeding mothers to enable new mothers to get answers to their breastfeeding and lactation queries, read articles and blogs related to breastfeeding, as well as book one-on-one private consultations with lactation experts, free of charge.
As part of the campaign launch, the brand also conducted an influencer activation with various momfluencers in Aerocity, Delhi as a direct reach out from the Momspresso team.
As per Philips, Mirza, was the perfect choice for the campaign as she has been a vocal advocate for women's rights and empowerment and has been open about the challenges she has faced as a mother and a professional athlete.
Deepali Agarwal, Head, Personal Health, Philips Indian Subcontinent, said, “At Philips India, our consistent focus is on bringing meaningful innovation to the disposal of all our consumers. As a mother, you are constantly balancing the need to give your baby the best and your desire for some self-care. We understand this and that’s why with Philips Avent, we want to partner with parents through this delicate balance. Our innovative products are designed to provide the best care for the baby, giving mothers the reassurance to choose their way of parenting.”
“Being a working mother myself, this campaign is especially close to my heart, and we are delighted to have an iconic sportswoman as well as a mom, Sania Mirza, represent the campaign. Her determination and resilience have helped her achieve great success both on and off the court. We hope that this campaign will inspire more mothers to pursue their passion and enable them to make a strong comeback,” she said.
Speaking at the campaign launch, Mirza said, “As a mother and a sportsperson, I know first-hand the challenges that women face when trying to make a comeback. I am proud to be a part of this campaign, which celebrates the unwavering strength and resilience of mothers everywhere. It is a message to all women out there that they should not give up on their dreams and passions. With the right support, they can make a strong comeback to their pursuits, on their own terms.”
Upon being questioned as to how does her own values resonate with that of the brand, she stated that in the past five years, she has openly spoken about coming back to one’s own routine life, post giving birth and undergoing the various postpartum changes that happen in a woman’s body - not just physically but also emotionally and mentally.
She then went on to share one of her personal experiences wherein she had to take one of the toughest flights of her life and pump and feed her baby on a plane.
“If I hadn’t taken that one flight, I probably wouldn’t even be here over four-and-a-half years later. Being a mother and a woman is of course a part of my identity, but it's not my only identity- my identity is also being Sania and being a tennis player. This shows one that an individual can do whatever they want if there is grit and determination and that’s why I can resonate with the brand, its values and also the campaign,” she said.