New Delhi, 11 May 2026: On the occasion of Mother’s Day, Mothers Advocating Values (MAV) has launched an emotionally powerful video campaign that pays tribute and appreciates mothers across India for their indispensable role in nurturing values, character and conscience in children. The video also takes viewers on an emotional journey that appeals directly to mothers, recognising their lifelong role in shaping a child’s life through love, sacrifice and guidance.
Link to Video – https://www.youtube.com/watch?v=1AXaJE1xR5c
The Mother’s Day campaign by MAV celebrates mothers as the first guiding force in every child’s life and the silent architects of a value-driven society, thereby contributing to nation-building. The campaign is a tribute to the first hand that cares for us, the voice that guides us, the silent sacrifices that often go unseen, and the whispered prayers that continue to protect and nurture children through every stage of life.
The campaign, built around the thought that “values do not begin in classrooms, they begin at home”, highlights how mothers become a child’s first teacher long before schools, mentors or society begin influencing them. Reinforcing this idea, the campaign underscores that a society’s moral strength is ultimately a reflection of the values nurtured within its homes, with mothers playing a foundational role.
Through a deeply moving narrative, the film captures the everyday yet extraordinary contribution of mothers in shaping dreamers, thinkers, creators and leaders — not through grand speeches, but through quiet sacrifices, discipline, compassion and resilience.
The video reflects on the journeys of iconic Indians such as Sundar Pichai, Dr. A. P. J. Abdul Kalam, P. V. Sindhu and N. R. Narayana Murthy, all of whom have publicly acknowledged the influence of their mothers in shaping their ethics, discipline and worldview.
The campaign arrives at a time when conversations around parenting, mental wellbeing, substance abuse and value-based upbringing are becoming increasingly important in India’s rapidly evolving social environment. It fortifies the idea that the future of India is shaped every day through the values nurtured at home, and that every act of kindness, honesty and responsibility carried by a child bears the imprint of a mother’s guidance.
Mothers Advocating Values, a collective of mothers from across India, believes that mothers continue to remain the strongest moral and emotional anchors in a child’s life. Through awareness, community engagement and practical tools rooted in both modern understanding and timeless wisdom, MAV works towards enabling mothers to consciously inculcate values in children.
According to MAV, the campaign is not just a celebration of motherhood but also a reminder of the larger societal role mothers play in nation building. Through sleepless nights, silent prayers and countless sacrifices, mothers nurture not only dreams and ambitions, but also the character that shapes society itself.
“As mothers, we often don’t realise how deeply our everyday actions shape a child’s character. This campaign beautifully captures the silent responsibility mothers carry — to raise children who are not just successful, but also kind, grounded and value-driven. In today’s world, these values matter more than ever, and when a child chooses honesty over shortcuts, kindness over indifference and courage over peer pressure, a mother’s values continue to live on through them,” said Mrs. Nidhi Kulshrestha, a proud mother, an Educationist.
“Schools can educate children, but values are first nurtured at home. A child who grows up with empathy, discipline and integrity carries those qualities into classrooms, friendships and eventually society. This campaign is an important reminder that mothers remain the strongest foundation in a child’s emotional and moral development. We need to raise children who have the inner strength to make the right choices and the wisdom to stay away from vices, including new-age substances,” said Mrs Manju Majumder, Former Principal of the Union Academy Senior Secondary School, New Delhi.
The video also draws attention to the growing need for value-based parenting in an age where children are increasingly exposed to distractions, peer pressure and harmful behavioural influences, including substance abuse. Underscoring that the fight against such challenges must begin at home and not through enforcement alone, MAV emphasises that while success and ambition are important, values and character must remain equally central to a child’s upbringing.
The organisation’s vision is “to nurture a value-driven society by empowering mothers as a primary architect of character, ethics and responsible citizens.” Its mission focuses on enabling, educating and uniting mothers to consciously inculcate values in children through awareness, community engagement and practical tools.
The Mother’s Day film concludes with a heartfelt salute to mothers who are tirelessly working to raise children with discipline, conscience and integrity — children who possess not just ambition, but also the wisdom to make responsible choices.
It is the quiet love of mothers, their resilience and values that will continue to shape children into compassionate and ethical individuals — strengthening not just families, but the moral fabric of the nation itself.
