As Mother’s Day rolls around and brand campaigns flood our screens, it’s time to ask: is the advertising world finally ready to portray mothers as real people—not saints?
Growing up, I watched a lot of television. And in ad after ad, there was a familiar scene: a child returning from school to a smiling mother at the gate, pallu tucked in, holding a warm hug and a glass of milk. It was the default mother—always gentle, always waiting.
But that wasn’t my reality.
When I came home, my mother wasn’t at the door. She was at her desk—maybe in traffic, maybe in a meeting. The house was quiet. The milk? Usually in the fridge. Hugs came hours later, if at all.
TV moms would serenade their kids to sleep with glowing smiles and lullabies. Mine was in the kitchen, doing the dishes, packing lunches, ironing uniforms—still working long after I was in bed.
During exams, she didn’t give long speeches about believing in me. But I’d find a post-it in my bag saying “All the best,” or get a rushed voice note on the way to work. No melodrama—just real support in real life.
On screen, mothers were always composed, endlessly patient, never visibly tired. But I saw my mom cry. I saw her lose her cool. I saw her hold it together and fall apart.
She didn’t fit the perfect mold that ads made me believe was “normal.” And for a long time, I thought that meant she was somehow lacking.
Because when we don’t see ourselves—or our mothers—reflected in media, we start to believe the fault lies with us.
Has the ‘Mom’ in Ads Really Changed?
There’s no denying that today’s mother in ads looks different. She might be driving a car or typing on a laptop, no longer limited to the kitchen. But emotionally? She’s still often framed the same way: endlessly giving, relentlessly positive, never slipping up.
Shivani Kamdar, Creative Business Director at SoCheers, says we’ve upgraded the mom’s role—but not her reality.
“She’s working, hustling, parenting, and sometimes even reclaiming space for herself (imagine that!). But emotionally, we still portray her as the infallible heart of the family. The sacrifices remain glorified. The smiles? Mandatory.”
It’s progress, sure—but only surface-deep. From soft-focus homemaker to multitasking powerhouse, she’s now a saint and a superhero. But never just a person.
Mahima Mathur, Creative Director at DDB Mudra, sees it this way:
“We’ve gone from ‘Maa, chai de do’ to ‘Maa, scale this unicorn startup and help with my science project.’ She’s evolved—but into a machine.”
According to Mathur, true evolution isn’t just about new roles, but about new rights: the right to mess up, to be tired, to say no. Until we show that, we’re not really rewriting anything—we’re just remixing the same old narrative.
“Real progress is when she stops being a symbol and starts being a person.”
What Stories Are Still Missing?
We’ve given the mom in ads a makeover, but have we given her depth?
Aarushi Periwal, Founding Member and Creative at Talented, believes we’ve flattened the mother figure by idolizing her.
“She’s always available, endlessly nurturing, and emotionally bulletproof. Whether she’s at home or in a boardroom, she has to be perfect. That’s not representation—it’s pressure in disguise.”
Periwal points to a quote from Marriage Story to explain the imbalance:
“We accept imperfect dads. But not imperfect moms. Because culturally, mothers are held to impossibly high standards. And it’s messed up.”
This double standard seeps into ads too. A forgetful dad is endearing. A forgetful mom? Unfit. Until we address this, even our most “progressive” depictions will remain hollow.
“We need more stories where moms can be selfish, ambitious, moody, hilarious, tired, complicated. Not just ‘strong’—human.”
So, What Does a Real ‘Mom Ad’ Look Like?
The “typical mom ad” has followed a familiar formula: she’s selfless, serene, and always smiling. But creatives are pushing back on this unrealistic ideal.
Kamdar says the first thing that needs to go is the ‘supermom’ trope. Instead, let’s show the mom who forgets a tiffin, cancels a plan for self-care, asks for help, and chooses herself without guilt.
“Stop romanticizing sacrifice. Start normalizing imperfection. That’s what real emotion looks like.”
Mathur adds: ditch the glow, the violins, the halo.
“She’s not a solar panel. She doesn’t need to be worshipped—she needs to be seen. Let her be frustrated, funny, messy, moody—and enough.”
Periwal agrees. For her, an authentic portrayal would show a mom who’s not performing motherhood but simply living it—on her own terms.
“Let her scream into a pillow. Laugh with friends. Come home late. Say no. These are the moments that matter.”
Her final note hits home:
“Ads don’t just reflect culture—they shape it. If we want women to stop chasing impossible standards, we have to stop scripting them.”
Maybe then, a child like me won’t grow up thinking their mom wasn’t good enough—just because she didn’t look like the moms on TV.
