Philips Avent celebrates breastfeeding week with conversations with new mothers

Delhi: Philips has unveiled a campaign video this Breastfeeding Week 2024. As part of the ongoing #ShareTheCare initiative, Philips Avent presented a narrative captured through a social endeavour, aimed to connect with new parents and their families across the nation.

The latest Philips Avent film sheds light on the often solitary and demanding journey of motherhood in India. It highlights the profound sacrifices mothers make, striving to provide the best for their children while frequently setting aside their own needs in deference to strong familial values.

The video opens with a scene: three mothers, each tenderly cradling their babies, share their personal breastfeeding experiences. In separate rooms, their husbands and families watch via a live feed, listening intently as the mothers discuss the joy and importance of breastfeeding. They speak of the profound bond it fosters with their babies and highlight the nutritional benefits of breast milk. However, they also candidly discuss the challenges they face - initial struggles with latching, moments of soreness, and the physical strain. 

As the mothers share their stories, the film captures the husbands' and their families’ reaction - a mix of empathy and frustration at being unable to directly alleviate their wives' or daughter-in- law’s difficulties. The scene transitions into a gesture as the husband surprises his wife with a Philips Avent Electric Breast Pump. 

Speaking on the campaign video, Vidyut Kaul, Head of Personal Health, Philips Growth Region, said, "At Philips, we are dedicated to supporting mothers every step of the way. This campaign video is more than just a social endeavour; it's a reflection of our commitment to supporting families. Our Philips Avent range of products are designed for comfort and convenience, empowering mothers to nourish and care for their babies with ease. Through our #ShareTheCare initiative, we aim to create a supportive community where families can thrive, enhancing the breastfeeding experience and fostering strong bonds between parents and children."