Voltas Beko Pays Tribute to Single Moms on Mother’s Day

Mumbai, 7 May 2020 – Voltbek Home Appliances Private Limited (Voltbek) – a JV between one of India’s leading AC Brand, Voltas and Europe’s leading free standing consumer durables player, Arçelik, has launched a new digital video commercial (DVC)- ‘#IAmEnough‘. Launched on the occasion of Mother’s Day, this DVC is a tribute to the single mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children, especially during this period of lockdown.

The ‘#IAmEnough’ video, conceptualized by Momspresso, is inspired by single moms – those amazing mothers who have the strength to raise their child alone and the courage to never give up even in face of the greatest challenges. With this DVC, Voltas Beko is reinforcing its commitment as the ‘partners of everyday happiness’ to mothers across India.

This video also tries to sensitise other members of the society to be kind towards single parents, keeping in mind the varied struggles they face. In a simple slice of life narrative, the film depicts an every day scenario about a girl and her mom, who later turns out to be a single parent, enquiring about each other’s day. The film goes on to depict an incident where the young daughter was troubled at school because she had a single mom. The daughter surprises her mother by reacting to the taunt in the most mature way, saying that because her mother puts in double the efforts in raising her, how can she be called single? This is a moment of realisation for the mother, who sees the wisdom and maturity in her child as a result of her being a good mother, who finally believes, “I am enough.”

Speaking about the campaign, Prasenjit Basu, Marketing Head, Voltas Beko, said, “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others – in progressing their career, and in taking care of their homes and families. For the conceptualization of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitizes the society as well.”

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