Mayur Hola, Head of Brand at Swiggy, said the campaign uses humour to highlight small, thoughtful actions, while Farah Khan said mothers need a break more than a spectacle.
Instamart has released its Mother’s Day campaign, “Mummaby”, using humour and chaos to question the usual sentimental tone seen in Mother’s Day advertising.
The campaign features Farah Khan in a comic audition room setting where contestants attempt to perform lullabies for mothers. Instead of soft emotional tributes, the film moves through exaggerated performances including death metal, bhangra, rap, and DJ style versions of lullabies meant to help mothers rest.
The film begins outside an audition room, where contestants wait for their turn as a host introduces the idea that if mothers spend years singing lullabies for others, someone should now sing them to sleep. Inside the room, Farah Khan sits at the judges’ table with two mothers, reacting to increasingly absurd performances with deadpan humour and visible frustration.
The campaign uses the exaggerated setting to arrive at a simpler message: mothers do not need elaborate performances as much as practical help. Instamart positions the idea around everyday relief, including taking over chores or ordering self care essentials and treats quickly.
Mayur Hola, Head of Brand at Swiggy, said, “Mother’s Day is often framed as a moment of gratitude, but we wanted to spotlight a more grounded truth. Moms are always on and lullaby for their kids always on their mind and indeed lips. Mummaby uses humour to cut through the clutter and say something real. Big gestures are great, but what actually helps are small, thoughtful actions, much like Instamart, which shows up when you need it most.”
Farah Khan, Director and Choreographer, said, “I’ve seen my share of over-the-top performances, so bringing that drama into ‘Mummaby’ was a lot of fun! But what really stayed with me is how real it feels. Moms don’t need a big spectacle. They just need a break. Whether it’s kids stepping up or Instamart stepping in, if this gets people to take a little off their mom’s plate, that’s a win.”
Beyond the film’s humour, the campaign also highlights Instamart’s Mother’s Day offerings across self care essentials and premium chocolates.
Launched in August 2020, Instamart is a quick commerce platform present in more than 131 cities, delivering groceries and daily essentials through its technology platform and delivery fleet.
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