Campaign Spotlight

Campaign Spotlight: Zee Bangla celebrates the mother “in each of us”

KOLKATA, INDIA — Mothers have been a symbol of care, nurturance, and sacrifice of self over others. A year into the pandemic, the sheer desperation and helplessness around everyone has thankfully made people more compassionate and caring. In these troubled times, Zee Bangla pays homage to ‘motherhood’ by celebrating the latent motherly instinct in everyone.

Bengali language doesn’t distinguish action between genders. Leveraging this linguistic facet, Zee Bangla has developed a digital video that has been conceptualized by L&K Saatchi & Saatchi and seeks to celebrate the inherent motherly affection “in all of us.”


Samrat Ghosh, Cluster Head East, ZEEL, while sharing his views on the campaign, said, “Zee Bangla, in line with its brand promise to stay closer to the spirit of Bengali culture and language, has always celebrated the peoples’ desire to overcome their inner shackles to chart a path towards a better tomorrow. Adding back to the brand’s belief this campaign further builds a new way of looking at the true spirit of motherhood to imbibe a sense of compassion and care amongst all, especially from a parenting lens. We believe this campaign will manifest our brand belief ‘Notun Chande Likhbo Jibon’ and strengthens it further.”

Rohit Malkani

Emphasising on the insight and campaign idea, Rohit Malkani, Jt. NCD L&K Saatchi & Saatchi said: “Finding a unique message or slice of narrative for Mother’s Day is not an easy task. Every brand is out there, putting their best foot forward. For Zee Bangla we knew it had to be something distinctive and conversation worthy. We found our answer in the Bengali language itself, which doesn’t discriminate between men and women. Its pronouns are gender neutral. Hence on Mother’s Day, we created a wonderful film that builds on this equality to bring out equality in parenting too.”

Atin Wahal


Atin Wahal, Executive Vice President- North & East, L&K Saatchi & Saatchi said, “Zee Bangla has always celebrated the Bengali culture and has been at the forefront to showcase the progressive society that we are. This campaign for Mother’s Day manifests the same and strengthens the brand belief of ‘Notun Chande Likhbo Jibon’.”


Client: Zee Bangla

Team: Jalaluddin Mondal, Shravanty Roy, Amrita Ray

Agency: L&K Saatchi & Saatchi

Creative: Rohit Malkani (Jt. NCD), Rhea Pal ( ACD) Aditi Laha ( Creative Supervisor)

Account Planning- Disha Pinge ( VP Planning), Shivani Shah 

Account Management: Atin Wahal (EVP – North & East), Shuvadeep Nag (VP) and Somrweeta Mukherjee (Associate Brand Director)

Partner with adobo Magazine

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