Kids' clothing brand Little Kangaroos has launched a digital campaign, 'Mother By Choice', on the occasion of Mother's Day, which was celebrated on May 10.
Moving away from the tales of love between mothers and their children and of children expressing their love for their mothers, the brand decided to switch focus to mothers of differently-abled children.
Taking the campaign forward, Little Kangaroos has already promised to provide uniforms to all children of Muskan Foundation. All mothers featured in the movie are being supported by Little Kangaroos through various ways, such as providing its retail outlets in India as places where the mothers can come together to understand each other's difficulties and help each other. It has also planned initiatives such Facebook groups and Google Hangout sessions for such mothers as well as 'me time' activities such as arranging movie shows, tips on personal care, on a regular basis. This not just provides a platform for networking, but also one of learning which can be used by the mothers of special-needs children, where one can learn from other's experiences.
Commenting on the video, Dinesh Malhotra, co-founder of LCmediaHouse, says, "This is a tribute to the determination of such special mothers. While most of them are aware that this challenge is life long, they take each day with so much of joy and responsibility. As an agency, all that we needed to do was to shoot. Each mother that we spoke to evolved the script further."