Pooja Baid, CMO, Versuni India, said the campaign asks when home responsibility became centred around one person, with Restless at MagicCircle shaping the film’s creative direction.
Philips Home Appliances has used Mother’s Day to question a familiar phrase in Indian households: helping your mother.
The brand’s new campaign, titled “Ghar ka kaam sabka kaam”, focuses on how household work is often treated as a mother’s responsibility, while other family members are seen as helping. The film shifts attention from tribute to reflection by asking whether the home should be seen as a shared responsibility among all family members.
Set around an everyday family moment, the film shows children preparing a meal for their mother. When the grandmother praises them for helping, the mother responds by asking why it is called help when it is their home too. The exchange forms the central thought of the campaign and points to how casual language can shape behaviour across generations.
The film has been conceptualised by Restless at MagicCircle and directed by Amrit Raj Gupta. It features Girija Oak and Yamini Das, with performances built around a familiar family setting rather than a dramatic brand message.
“This campaign is not about telling families to do something new. It is about asking a simple question we’ve stopped asking over time: when did the home quietly become one person’s responsibility? When we say someone is ‘helping’ at home, we unintentionally signal that the ownership lies elsewhere,” said Pooja Baid, CMO, Versuni India.
“As a brand that sits inside kitchens and homes every day, we felt it was important to move beyond celebration this Mother’s Day and start a more honest reflection. Because real change in homes doesn’t begin with grand gestures. It begins with small shifts in how we think, speak, and behave,” she added.
Angira Lahiri, Head of Strategy at Restless at MagicCircle, said, “The idea that one person is accountable for the home, while everyone else opts in and out, is fundamentally flawed. We don’t realise how much language shapes behaviour. This film tries to hold that mirror up.”
Dheeraj Renganath, CCO at Restless at MagicCircle, said the team wanted the idea to feel real rather than rhetorical. “From the outset, we knew this idea would only work if it felt real, not rhetorical. That’s where storytelling becomes critical and you need restraint, not drama. Amrit Raj Gupta was a great choice because he captures the ordinary with honesty, and with Girija Oak and Yamini Das, we had performers who could bring that precision without overplaying it. For us, the goal was to make it land as a lived truth, not a brand message,” he said.
The campaign is being amplified across social media by parents, creators, and cultural commentators, with several users sharing personal reflections on how household roles were taught to them and how they are choosing to approach them with their children.
Philips Home Appliances said the campaign is intended to move beyond a one day Mother’s Day message and encourage families to rethink how language can influence behaviour inside homes.
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