Voltbek Home Appliance's video ‘#IAmEnough' pays tribute to single moms on Mother's Day

Voltbek Home Appliances has launched a video campaign ’#IAmEnough’ on the occasion of Mother’s Day as 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 video, conceptualised by Momspresso, is inspired by single moms who have the strength to raise their child alone and the courage to never give up even in the face of the greatest challenges. With this video, Voltas Beko is reinforcing its commitment as the ‘partners of everyday happiness’ to mothers across India.

The video: 

The campaign 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 we find out later is 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 has 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.’

Commenting on the campaign, Jayant Balan, CEO, Voltas Beko, said, “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”

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 conceptualisation of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitises the society as well.”

Parul Ohri, Chief Editor, Momspresso, said, “This is a film that will strike a chord with every mother who has ever second-guessed herself or been judged by the world – and which one of us hasn’t. Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, ‘Yes, I am enough!’ A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoy the unique time they have together.”

Prior to this, Voltas Beko had also brought up another insightful thought, ‘Kahan Gaya Mummy ka Sunday’, which addressed the issue of mothers being on their toes constantly, not getting a chance to relax and unwind even on Sundays.