Ethel Da Costa

India's Award Winning Fashion & Lifestyle Journalist, Media Influencer-Media Entrepreneur

Content With Imagination

An All Out effort to stand by tough moms

Mosquito repellent brand, All Out, has launched a new brand campaign intended to initiate national dialogue about the importance of families supporting mothers when making tough parenting decisions. Watch the film conceptualised by BBDO India (Gurgaon) and directed by Shoojit Sircar. It has my vote.

This is familiar territory, we see it happen all the time, and hence the Tough Mom stand has my vote. In the continuity of changing the Indian parenting narrative and re-directing the conversation to gender equality starting from the home, this TVC hits the nail. Watch it here:

According to a company statement, it will be the brand’s – All Out – biggest campaign for 2018.   The campaign kicks-off with a three-minute film directed by acclaimed Bollywood filmmaker, Shoojit Sircar.  The film features an extended family having dinner and being confronted with a situation which raises questions about parenting. The film is a part of a larger call-to-action by the brand called #standbytoughmoms that intends to raise awareness and encourage support of parents and the tough decisions they often need to make.

“My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children,” said Ann Mukherjee, global CMO, SC Johnson the company that owns the All Out brand.   The digital film will be complemented with a 360-degree campaign that also includes on-ground activations, print, television – including a national TV panel discussion.

To Moms who walk the talk, Be Tough, girl!

What do you think about it? Write to me at

Inputs: Campaign India

Image: Social Samosa

Ethel da Costa
Fashion & Lifestyle Journalist, Founder-CEO, Think Geek Media

Leave a Response