BIBA, in partnership with Enormous Brands, has unveiled a poignant Mother’s Day campaign that brings attention to a rarely acknowledged reality—the emotional invisibility of new mothers. While the world celebrates the arrival of the newborn, the woman who brought that life into the world often recedes into the background, overlooked and unheard.
“We often celebrate the arrival of a baby, but forget to check in on the woman who just became a mother. This film is a gentle reminder that while a child is born, so is a new mother. Rooted in an emotional insight that’s rarely acknowledged, the film gives voice to what countless new moms feel, but rarely say out loud,” says Sindhu Sharma, National Creative Director North, Enormous Brands.
The new film captures the quiet transformation many women undergo post-childbirth. Trading identities, dreams, and desires for diapers, feeding schedules, and constant caretaking. As everyone gathers around the newborn, the mother quietly fades into the background.
“At BIBA, we’ve always celebrated the many roles a woman plays. This Mother’s Day, we are turning the spotlight to those who have just stepped into motherhood- a time as overwhelming as it is beautiful. Through this film, we hope to shift the narrative to ensure that new mothers feel seen, valued, and supported—not just for what they do, but for who they are.” says Ekta Dutta, Head Marketing, Biba Fashion Ltd.
What makes this campaign even more special is that it was led by mothers on both sides—client and agency—who brought their lived experiences and empathy to the heart of the story.
With the campaign hashtag #MakeMomsFeelSeen, BIBA calls for a cultural reset- one that shifts the spotlight back to the new mother. In a world that rushes to celebrate the baby, BIBA urges us to pause, acknowledge, celebrate, and support the woman who just gave birth.
