Saffola Gold has rolled out a campaign ahead of Mother's Day, titled, 'Care for Mom’s heart: The World's biggest liar', featuring actor Sheeba Chaddha.

The campaign aims to shed light on a quiet yet universal truth that mothers often mask their own discomfort, so that their families never have to worry.

Conceptualised by WPP, the campaign consists of an ad film.

Built around the idea of mothers being the 'world’s best liars,' the film tells a poignant mother-daughter story that highlights how mothers often hide their pain behind reassurances that 'everything is fine.' Through subtle, everyday moments, the daughter gradually notices signs of her mother’s (played by Chaddha) discomfort, leading to a powerful realisation about unspoken struggles and the importance of paying attention to heart health. Rooted in authentic family interactions, the film encourages children to become more mindful caregivers while reinforcing Saffola Gold’s long-standing commitment to everyday heart care and healthier living habits.

What we think about it: Delivers an emotionally grounded Mother’s Day film that steers clear of melodrama, instead drawing strength from relatable, everyday moments that resonate deeply across parent-child relationships. Elevated by a nuanced performance from Sheeba Chaddha, the film thoughtfully connects maternal sacrifice and caregiving with the often-overlooked conversation around heart health.

Vikram Karwal, chief marketing officer, Marico, said, “Proactive heart care is at the core of Saffola's purpose. This Mother’s Day, the brand encourages consumers to turn their care towards the ones who have quietly cared for them all their lives and continue to do so. The campaign is rooted in a powerful insight – parents often downplay their own health concerns, masking discomfort and ignoring symptoms to spare their children any worry or anxiety. This self-silencing stems from deep, selfless love. Through this initiative, Saffola goes beyond a moment of celebration to inspire young consumers to notice the subtle signs in their parents’ health, open honest conversations, and make everyday choices that support long-term heart health.”

CREDITS:

Client: Saffola Gold

Agency: WPP

Production house: Lifafa Studios

Director: Divij Kulkarni