New Delhi, 9th May 2025: Archies, a leader in social expression industry, has launched its campaign for Mother’s Day #MaaKehtiThi, a touching tribute to the women who have nurtured, guided, and shaped us with their unconditional love and timeless wisdom.
Rooted in nostalgia and built on the simple yet powerful things our mothers used to say, the campaign aims to celebrate every form of ‘Maa’, from grandmothers and aunts to single fathers and mentors, by inspiring people to express their gratitude and emotions in meaningful ways.
Through #MaaKehtiThi, Archies continues its legacy of building emotional bridges by encouraging people to honour the woman who taught them life’s most important lessons with love, warmth, and a card that speaks from the heart.
“As a brand that stands for emotional connections, we understand the profound role a mother plays in shaping our lives,” said Varun Moolchandani, Executive Director, Archies Limited. “With #MaaKehtiThi, we are not just celebrating Mother’s Day, we’re celebrating every saying, scolding, story, and sacrifice that has left a lifelong imprint on us. We hope this campaign evokes nostalgia and encourages people to take a moment and say, ‘Thank you, Maa.’”
Adding a deeper dimension to the campaign, Archies will be hitting the streets to capture real, unscripted reactions from people about what Mother’s Day means to them. This offline activity will help bring forward raw and heartfelt moments, further strengthening the brand’s emotional bond with its audience.
A social media collaboration with Zouk has been rolled out for a special Mother’s Day Giveaway, built around the heartwarming theme of “A Bagful of You.” The campaign, inspired by Zouk’s latest initiative featuring brand ambassador Kriti Sanon, highlights how bags are more than just accessories—they are an extension of one’s identity. Just like a bag carries everything you need, it also mirrors your personality, making it the perfect metaphor for celebrating mothers. Set to go live on May 10th, the giveaway will see three winners announced after 15 days, each receiving products worth ₹1,000 from both participating brands. To enhance reach and engagement, an influencer will be creating user-generated content in the form of a reel, adding a personal and authentic layer to the initiative
With #MaaKehtiThi, Archies aims to spark heartfelt conversations, revive cherished memories, and inspire people to express the unspoken, making this Mother’s Day truly unforgettable.
