ITC Right Shift Uses Everyday Family Moments To Talk About Mothers’ Nutrition
ITC Right Shift launches a Mother’s Day campaign focused on women’s nutrition and mindful eating after 40.
SociapaHQ
ITC’s Right Shift has launched a new Mother’s Day campaign centred on an insight familiar across Indian households mothers often say “main theek hoon” even when their own health needs go unaddressed.
Featuring Tisca Chopra and Darsheel Safary, the film uses light everyday conversations between a mother and son to draw attention to nutritional gaps that many women over 40 may overlook while prioritising their families.
Also Read: IndusInd Bank Turns Fixed Deposits Into a Humour Led Campaign
View this post on Instagram
Everyday Banter Drives Health Message:
Instead of taking a heavy emotional route, the campaign leans into familiar household banter and subtle observations. The story begins with playful exchanges before gradually shifting towards a conversation around health and ageing. When the son questions whether staying physically active alone is enough, the mother instinctively responds, “main theek toh hoon.”
The narrative then gently introduces the idea that nutritional needs evolve with age. Through casual humour and relatable moments, the film highlights how small changes in daily eating habits such as adding more protein or choosing roasted snacks over fried options can become part of a healthier lifestyle without feeling restrictive.
One of the campaign’s central lines comes when the mother jokingly asks, “matlab chai ke saath biscuit bandh?” The response reinforces the campaign’s larger message that wellness is not about giving up enjoyment entirely, but about making small, mindful “Right Shifts.”
