Hallmark tugs at heartstrings with the mother connection in new promo

Using the theme of Where Great Stories Come to Life, Hallmark has commenced an advertising promotion celebrating the mother child relationship with a Bollywood touch.

On-air promos showcase children of entertainment icons, including actors Kajol, Pooja Bedi, Esha and Abhishek Bachhan, speaking about the influence their mothers have had on their lives.

Pooja Bedi, daughter of danseuse Protima Bedi says her mother was all over the place, touching every aspect of her life. Kajol says she couldn't remember the big moments in life without her mother Tanuja being there for her. Hema Malini's daughter Esha Deol says in the promo that her mother had been her source of strength right from the start. She has played a major role in the direction of the aspiring actress' career. Jaya Bachchan's son Abhishek speaks of wanting to take care of his parents but he did not think that would happen as his mother is not willing to relinquish her role. "My mother has never allowed me to mother her. She still calls me up four times a day," he says.

Speaking on the initiative MD Hallmark Asia Laxmi Hariharan says: "In India, nothing sells like Bollywood power. Everyone identifies and relates to stars. More often than not they even emulate them. Using stars and getting them to talk about their relationships creates an immediate connect for the viewers and therefore engages eyeballs. A niche channel with a niche audience, Hallmark aims to tug at the emotional strings of women at large with these promos."

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