New Delhi, 12th May 2026: KRBL Limited, a global leader in the food industry and the parent company of the World’s No.1 Basmati Rice Brand, has unveiled its Mother’s Day campaign- #CancelMinimum. The campaign encourages people across the country to move beyond perfunctory wishes and embrace Indian values of love and duty through one’s actions.
The campaign highlights how care and affection in Indian families are not occasional expressions, but everyday responsibilities. This initiative by India Gate encourages people to appreciate their mothers everyday.
The campaign challenges the culture of convenience that has come to define occasions like Mother’s Day where a quick message, a social media post, or a forwarded wish is considered enough. Rooted deeply in the Indian value of duty towards one’s parents, the campaign reminds audiences that caring for mothers cannot be reduced to an annual celebration, but must be reflected in everyday actions and presence.
The campaign rolled out across multiple digital platforms including Meta, YouTube, and Instagram, ensuring wide visibility and engagement. To deepen engagement, the campaign brings together a compelling mix of voices. At the heart of the campaign is Ratna Pathak Shah, who sparks a symbolic nationwide “Mom Strike” across social media. Through a relatable narrative, she calls out the emotional invisibility on mother’s day and urges all moms to cancel minimum efforts, igniting a larger movement where mothers across the country begin joining the strike online and sharing their own lived experiences.
Building on this momentum, the campaign reunites the beloved OG mom-son dynamic through Rajesh Kumar, bringing alive heartfelt moments that remind audiences to go beyond token gestures and truly show up for their mothers by spending time with them, doing what they love, and fulfilling the everyday duty of care rooted in the taste of Indian values. Adding further emotional depth and cultural resonance are creators like Amandeep Singh, who amplifies the message through his signature poetry and spoken-word storytelling, alongside Priyanshu Dutt and Kaustubh Kumar, who interpret the campaign’s message through their signature narratives, urging people to #CancelMinimum for their moms and experience moments with them. The movement was further amplified by meme pages and popular social media pages that actively participated in the campaign online, helping the message resonate widely across audiences.
Commenting on the campaign, Kunal Sharma, Vice President – Marketing and Organised Trade, KRBL Limited., said, “At India Gate Basmati Rice, we have always been at the heart of Indian homes and dining tables. With #CancelMinimum, we wanted to spark a more honest reflection on how we celebrate mothers. Rooted in the Indian value of duty towards one’s parents, our culture has always believed that care is demonstrated through actions, not just words. This campaign is a reminder that making our mothers feel valued isn’t an occasional effort, it is a responsibility we carry every day. If we can encourage even a small shift from convenience to conscious effort, we believe that’s a meaningful impact.”
In Indian households, mothers are not just caregivers they are constants. Their presence is so deeply woven into everyday life that it often goes unnoticed. Much like rice, a staple at the center of Indian meals, their absence is only felt when something essential is missing, and the campaign highlights just that.
