9th May, Bengaluru – Just in time for Mother’s Day, KLAY Preschools and Daycare, one of India’s most trusted early education and childcare providers, has launched a digital campaign that gently challenges a long-standing cultural ideal: the notion of the “do-it-all” mom. Titled “You don’t need to do it alone,” the campaign is a tender, emotionally resonant tribute to the support systems that surround and uplift mothers, many of whom go unnoticed.
Conceptualized and produced in-house, the campaign film tells the story of a modern working mother, beginning with a rare moment of quiet as she sits on her yoga mat at dawn, grounding herself before a busy day. As she makes her way to work, viewers are invited into a stream of memory-like flashbacks of those who help carry her daily load. A partner gently rocking their child back to sleep. A cook carefully preparing a familiar meal. Grandparents singing rhymes over a video call. And a KLAY teacher, ready with open arms and a knowing smile at drop-off. These simple, deeply relatable moments serve as reminders that strength doesn’t come from doing everything alone it comes from being supported. [Link to the campaign]
Each frame is designed with subtlety and care, evoking the emotional complexity of motherhood: the quiet sacrifices, the unspoken help, and the small acts of love that hold a family together. The film closes on a powerful note as the mother arrives at work steady, confident, and composed not because she’s superhuman, but because she is seen, heard, and held by her village.
The campaign culminates with the line: “You don’t need to do it alone” and the hashtag #ItTakesAVillage, inviting viewers to recognize and celebrate the broader ecosystem that makes parenting possible.
With its evocative storytelling and emotionally intelligent framing, the campaign speaks directly to millennial parents especially working mothers who are increasingly seeking balance, shared responsibility, and emotional support. By highlighting these everyday interactions, the film not only deepens KLAY’s connection with its core audience but also reflects a larger cultural shift toward inclusive, community-led parenting.
Speaking about the campaign, Shireen Sultana, Senior Vice President – Marketing, KLAY Pre-School and Daycare, said, “This campaign is a gentle reminder to every mother carrying the weight of doing it all, you were never meant to do it alone. At KLAY, we see the quiet strength it takes to show up every day, and we also see the village that makes it possible. This Mother’s Day, we honour not just the moms, but the love, care, and quiet support that holds them up.”
For a brand that already plays an integral role in supporting working parents offering high-quality early learning, flexible daycare options, and trusted caregivers the campaign is more than a marketing initiative; it’s a reflection of lived values. It underlines KLAY’s identity not just as a service provider, but as a partner in a parent’s journey.
