Did you know that 9 out of 10 mothers in India feel pressurized to be the perfect mom? How often have we heard about the anxieties surrounding motherhood and how often have our thoughts ventured beyond the picture-perfect images of moms and babies? Stirring the not-so-obvious conversation on motherhood, we wanted to bring to light the anxieties faced by moms and change common perceptions.

Breaking the illusion of being a perfect mom and encouraging the concept of ‘real moms’, we launched Baby Dove in India, highlighting the ideology that there is no one way to be a great parent.

The Real Mothers Heard Survey revealed that out of 6,000 moms surveyed around the world, Indian moms feel the most pressure to be perfect. With these findings, we brought together real moms to have an open dialogue about these pressures of motherhood, together with a clinical psychologist and a pediatrician. Leading national press, influencers and bloggers were invited to join.

In the specially curated launch event, the ‘Maze of Motherhood' directed everyone through a zone. Experiencing what it truly feels like to be a mom who is thrusted with advice from all sides. This included jarring contradictory video, audio, TV commercials, advice from loved ones and print ads. Right after the zone, we revealed the place of launch that was tranquil and devoid of judgements to showcase the ‘Baby Dove difference’.

We developed a story with our clinical psychologist that reiterated that there is no right way of parenting.