Uploaded April 2018 | Updated September 2026, 3 weeks ago
All Out India has come up with a new ad film called #StandByToughMoms. Created by BBDO Gurugram, the campaign has come out in support of tough moms and argues that it is important to stand by parents and the tough parenting decisions they make for the welfare of their child/children and in turn for the welfare of future generations.
“My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children,” said Ann Mukherjee, Global Chief Marketing Officer for SC Johnson.
Set in a joint family setup, the story takes place around a dining table where the family has gathered for a meal. We can see that the male child of the family is upset about something and pushes his plate of food away without having eaten it. The mother tries to get the boy to eat his food one more time. When he responds by pushing the plate away a second time, she simply takes the plate away. This gives rise to a discussion around the table and we find out that the boy has stolen Rs 10 from his mother’s purse for which he was scolded. The discussion invariably turns to how the mother was too tough on the boy and how she shouldn’t have made a big issue out of it.
With everyone against the mother, the head of the family comes to her support, saying she has done the right thing. The film ends with a call to rally against tough moms and the message that ‘it’s good to be tough’.
Television commercials and cinema has often romanticized parenthood which puts too much pressure on mothers to prove themselves as great moms. Social media is no different, with everyone trying to project only the most flawless picture of their lives, carefully editing out anything that reflects the stress, doubts or the overwhelming guilt. The picture is glaringly incomplete.
The missing piece is the image of a mum that emerges when she has to be more of a parent than a friend to her child. She knows that her job is not to do what is easy, but to do what she feels is best for her child, even if it means making tough decision at times. The minute this less than perfect image comes to the fore, she meets with resistance, unfortunately mostly from those closest to her.
Not surprisingly, the most challenging and stressful task for a mum often is battling the judgment and criticism from her immediate family – her husband, in-laws and parents. The happy decisions are everybody’s but the tough ones are usually hers alone.
While it is universally acknowledged that being a mother is the toughest job in the world, we forget to recognize what makes it so! Momspresso in partnership with SC Johnson’s All Out has embarked upon a survey to understand the environment of a mother’s struggle while raising children. The survey places a special focus on the reasons, implications and support for a mother taking a tough decision for her child. Through the survey results, both in qualitative and quantitative terms, Momspresso wants to reassure every mother that she is not alone in the isolation she feels when judged for her tough decisions by her immediate family.
#StandByToughMoms shows solidarity for the incredible community of mothers who often take tough decisions, while thinking about the best for their child.
The top three areas where mothers did not find support for their tough decisions were:
#1- Not giving into the unreasonable demands of the kids – most of this was to do with restricting screen or device time.
#2 - Being strict & stern with the kids – with respect to discipline, behavioral issues and following a routine.
#3 - Focusing on the child’s nutrition – large part of the concern was to do with kids remaining thin and lanky and also about not allowing junk food despite the child’s fussing.
Source: To read further and know more, please check below link :
momspresso.com/parenting/article/96-mothers-feel-tough-decisions-are-integral-to-parenting-reveals-standbytoughmoms-survey-report
All Out India has come up with a new ad film called #StandByToughMoms. Created by BBDO Gurugram, the campaign has come out in support of tough moms and argues that it is important to stand by parents and the tough parenting decisions they make for the welfare of their child/children and in turn for the welfare of future generations.
“My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children,” said Ann Mukherjee, Global Chief Marketing Officer for SC Johnson.
Set in a joint family setup, the story takes place around a dining table where the family has gathered for a meal. We can see that the male child of the family is upset about something and pushes his plate of food away without having eaten it. The mother tries to get the boy to eat his food one more time. When he responds by pushing the plate away a second time, she simply takes the plate away. This gives rise to a discussion around the table and we find out that the boy has stolen Rs 10 from his mother’s purse for which he was scolded. The discussion invariably turns to how the mother was too tough on the boy and how she shouldn’t have made a big issue out of it.
With everyone against the mother, the head of the family comes to her support, saying she has done the right thing. The film ends with a call to rally against tough moms and the message that ‘it’s good to be tough’.
Television commercials and cinema has often romanticized parenthood which puts too much pressure on mothers to prove themselves as great moms. Social media is no different, with everyone trying to project only the most flawless picture of their lives, carefully editing out anything that reflects the stress, doubts or the overwhelming guilt. The picture is glaringly incomplete.
The missing piece is the image of a mum that emerges when she has to be more of a parent than a friend to her child. She knows that her job is not to do what is easy, but to do what she feels is best for her child, even if it means making tough decision at times. The minute this less than perfect image comes to the fore, she meets with resistance, unfortunately mostly from those closest to her.
Not surprisingly, the most challenging and stressful task for a mum often is battling the judgment and criticism from her immediate family – her husband, in-laws and parents. The happy decisions are everybody’s but the tough ones are usually hers alone.
While it is universally acknowledged that being a mother is the toughest job in the world, we forget to recognize what makes it so! Momspresso in partnership with SC Johnson’s All Out has embarked upon a survey to understand the environment of a mother’s struggle while raising children. The survey places a special focus on the reasons, implications and support for a mother taking a tough decision for her child. Through the survey results, both in qualitative and quantitative terms, Momspresso wants to reassure every mother that she is not alone in the isolation she feels when judged for her tough decisions by her immediate family.
#StandByToughMoms shows solidarity for the incredible community of mothers who often take tough decisions, while thinking about the best for their child.
The top three areas where mothers did not find support for their tough decisions were:
#1- Not giving into the unreasonable demands of the kids – most of this was to do with restricting screen or device time.
#2 - Being strict & stern with the kids – with respect to discipline, behavioral issues and following a routine.
#3 - Focusing on the child’s nutrition – large part of the concern was to do with kids remaining thin and lanky and also about not allowing junk food despite the child’s fussing.
Source: To read further and know more, please check below link :
momspresso.com/parenting/article/96-mothers-feel-tough-decisions-are-integral-to-parenting-reveals-standbytoughmoms-survey-report
