~ Kolla Krishna Madhavi
"Tujhe sab hai pata, hai na maa! Nahin, #MujheSabNahiPata."
The short film directed by Shoojit Sircar has Kirti narrating her experiences in bringing up her son. As a mother, she is expected to know the answers to every possible question about her little one - right from why they are crying to why their teeth are crooked.
From day one, a mother is put under tremendous societal pressure to be a know-it-all about her kid(s). As a result, she gets primed to think that she cannot make mistakes and tries very hard to be that perfect mom.
She is constantly on a high alert to do the best for her kid and is mostly successful. However, to err is human and slip ups do happen at times.
At the same time, a mother is scared to seek support concerning her offspring...the typical reaction she gets is "How come you don't know? You're a mother. You should know everything."
A mother needs to be able to accept failure and learn from that experience. She should also not hesitate to ask for help from others when needed.
It does take tremendous courage to say #IDidntKnow...something that only tough mothers can admit.
Kirti didn't know that her home was a breeding ground for dengue-carrying mosquitoes. Her child caught dengue at home and had to be hospitalised. In addition to her deep sorrow and fear as her son was unwell, she also had to face the thought that this was a result of her being ignorant as a mom. Her child recovered well but the guilt feelings remained.
The short film directed by Shoojit Sircar has Kirti narrating her experiences in bringing up her son. As a mother, she is expected to know the answers to every possible question about her little one - right from why they are crying to why their teeth are crooked.
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All Out: #IDidntKnow / #MujheSabNahiPata
Image Courtesy: All Out, Exchange4Media.com |
She is constantly on a high alert to do the best for her kid and is mostly successful. However, to err is human and slip ups do happen at times.
At the same time, a mother is scared to seek support concerning her offspring...the typical reaction she gets is "How come you don't know? You're a mother. You should know everything."
A mother needs to be able to accept failure and learn from that experience. She should also not hesitate to ask for help from others when needed.
It does take tremendous courage to say #IDidntKnow...something that only tough mothers can admit.
Kirti didn't know that her home was a breeding ground for dengue-carrying mosquitoes. Her child caught dengue at home and had to be hospitalised. In addition to her deep sorrow and fear as her son was unwell, she also had to face the thought that this was a result of her being ignorant as a mom. Her child recovered well but the guilt feelings remained.
 |
| All Out #DidntKnow / #MujheSabNahiPata
Image Courtesy: All Out, Facebook
Sonali Bendre, a mother and the Campaign spokesperson encourages other women to be tough and come out and share their stories, so many more can benefit from their experiences. The SC Johnson's All Out® campaign brings out an important facet of an Indian mom - she is conditioned early on to believe that as a mother she should know everything about her children. The ad takes a powerful stand for mothers. They are only human and it's fine to say #IDidntKnow / #MujheSabNahiPata! |
All Out| #MujheSabNahiPata
Video Courtesy: All Out, YouTube
Video Courtesy: All Out, YouTube
Video Courtesy: All Out, YouTube & other online resources.
Resources:
https://www.theweek.in/wire-updates/business/2019/02/25/pwr20--sc%20johnson.html
https://www.prnewswire.com/in/news-releases/all-out-launches-ididntknow-mujhesabnahipata-campaign-urging-moms-in-india-to-put-aside-the-pressure-of-having-to-know-it-all-838083983.html
https://www.exchange4media.com/advertising-news/all-out-launches-ididntknow-mujhesabnahipata-campaign-for-moms-94900.html
https://m.dailyhunt.in/news/nepal/english/tvnews4u-epaper-tvnews/all+out+launches+ididntknow+mujhesabnahipata+campaign+urging+moms+in+india+to+put+aside+the+pressure+of+having+to+know+it+all-newsid-109329474
https://www.adgully.com/all-out-launches-ididntknow-mujhesabnahipata-campaign-for-moms-83765.html
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