Inspired by the spirit of Mother’s Day, TTK Prestige—India’s leading kitchen appliances brand—unveiled a heartwarming Out-Of-Home (OOH) campaign that reimagines a universally relatable element of Indian homes: mothers’ taanas (those lovingly persistent scoldings), turning them into touching expressions of affection and unspoken care.
Titled “Mummy Ke Taane”, the campaign breathes new life into classic maternal one-liners like “Aur niklo garmi mein” and “Bahar ka khana dekhte hi kaha gayi diet?!”—phrases once met with groans by kids and teens, now displayed with affection and nostalgia across cityscapes. The billboards appear at metro stations, traffic junctions, and urban hotspots, cleverly positioned to catch the attention of young, busy professionals and gently remind them of home, warmth, and a mother’s unwavering love.
Conceptualized by 22feet Tribal Worldwide and brought to life in partnership with Zepto, the campaign draws on the deep-rooted cultural insight that Indian mothers often show love not through overt affection, but through sharp-witted reminders and practical advice. Where TTK Prestige delivers the emotional storytelling, Zepto strengthens the message with its promise of 10-minute grocery delivery—bringing “mom’s care” right to the doorstep.
Together, the brands craft a warm tribute that turns maternal quips into poetic interruptions—reminding us that sometimes, a taana is just another way of saying “I care.”
This campaign isn’t about selling a product—it’s about celebrating an emotion,” said Mr. Anil Gurnani, Chief Sales and Marketing Officer, TTK Prestige. “We wanted to reframe the everyday reminders of Indian mothers as a language of love—one that all of us understand, even if it took us years to truly appreciate it”.
Speaking about the creative approach, Vishnu Srivatsav, National Creative Director, 22feet Tribal Worldwide said, “With this campaign, we wanted to flip how people perceive the ‘taanas’ we grew up hearing. Even in the middle of a chaotic city, these lines make us feel grounded. They carry a mix of love, memory, and everyday truth. Seeing them on the streets reminds us not just of our moms, but of how deeply they shaped who we are.”
The campaign has also extended online, with users sharing their own iconic “mummy ke taane” on social media. Thousands joined the conversation, making the campaign participative, nostalgic, and deeply personal—while reinforcing TTK Prestige’s role not just in kitchens, but in Indian family life and emotional storytelling
This initiative marks another step in TTK Prestige’s evolution as a brand that goes beyond appliances. While continuing to lead in product innovation, the company is now carving out space in culture and emotion, showing that nurturing begins at home, sometimes with just a few well-timed words from our moms.
