National, 11th May 2026: In a category often saturated with tear-jerkers and slow-motion montages of maternal sacrifice, India’s pioneering quick commerce platform, Instamart, is opting for high-energy irreverence. The brand’s latest Mother’s Day campaign, ‘Mummaby’, swaps sentimentality for satire, blending heavy metal, rap, and Farah Khan’s trademark wit to spotlight a more honest take on motherhood.
The film opens not with emotion, but anticipation. A bustling corridor outside an audition room sets the scene, where hopeful contestants await their turn as an over-enthusiastic host hypes up the crowd with a bizarre premise: if moms spend their lives singing lullabies for others, it’s time someone finally sings them to sleep. The call goes out loud and dramatic, “Mummaby sunaayenge!” setting the tone for the mayhem that follows. Cut to the audition room, where Farah Khan sits at the judges’ table alongside two equally weary moms. What unfolds is a parade of increasingly absurd “Mummaby” performances. Lullabies for moms reimagined as death metal growls, bhangra bangers, rap riffs, and even DJ mashups. Each act tries harder than the last to “soothe” moms into rest, but only succeeds in pushing the judges from polite curiosity to full-blown exasperation.
Farah Khan’s reactions are witty and unmistakably real, anchoring the film as the spectacle spirals into comedic frenzy. Eye rolls, facepalms, and deadpan takedowns punctuate each increasingly bizarre performance, until the absurdity peaks with a contestant mistaking emotional exhaustion for sleep. It’s precisely what makes her such a natural fit for the campaign. For nearly two decades, Farah has played this role in real life as an unapologetic, perpetually busy mother of three who has balanced blockbuster filmmaking with raising triplets. Her unscripted authenticity lends weight to the satire, grounding the humour in something instantly recognisable.
The film then lands its insight with a sharp pivot, centred on the idea that instead of “performing” for moms, maybe it’s time to actually help them. The message is simple. Skip the grand gestures and do something useful. Whether it’s taking over chores or instantly ordering self-care essentials, real relief beats performative appreciation.
Mayur Hola, Head of Brand at Swiggy, said, “Mother’s Day is often framed as a moment of gratitude, but we wanted to spotlight a more grounded truth. Moms are always on and lullaby for their kids always on their mind and indeed lips. Mummaby uses humour to cut through the clutter and say something real. Big gestures are great, but what actually helps are small, thoughtful actions, much like Instamart, which shows up when you need it most.”
Farah Khan, Director and Choreographer, added, “I’ve seen my share of over-the-top performances, so bringing that drama into ‘Mummaby’ was a lot of fun! But what really stayed with me is how real it feels. Moms don’t need a big spectacle. They just need a break. Whether it’s kids stepping up or Instamart stepping in, if this gets people to take a little off their mom’s plate, that’s a win.”
Beyond the humour, the campaign showcases Instamart’s expanding Mother’s Day offerings across categories such as self-care essentials and premium chocolates.
About Instamart
Launched in August 2020, Instamart is India’s pioneering quick commerce platform. Present in 131+ cities, Instamart has superior technology and a dedicated delivery fleet to bring groceries and other daily essentials to the doorsteps of Indians.
