MUMBAI: Jeeru is a jeera-based refreshing drink from Xotik Frujus Private. Since the beginning of the nationwide lockdown, this popular drink brand has been actively engaging with consumers and fans on different digital platforms. ‘Ghar, me and garmee’, a fun on-going campaign has been giving out ‘chill’ lockdown survival tips by urging consumers to stay at home, this summer.

Starting Mother’s Day, Jeeru has launched a new campaign, #LockdownWaaliMaa, celebrating unexpected mothers – people who are displaying their inherent maternal instincts and caring for others during the lockdown. A digital film released on Mother’s Day leads this campaign which will be supported by other online assets and will extend to key markets for the brand, in the next two weeks.

Conceived by 82.5 Communications, the digital campaign salutes all those who are taking charge of the lives of others around them - just as a mother would do! From neighbours helping failed cooks with loving meals to husbands giving wives head massages exactly like moms would, Jeeru gives a shoutout to those who are going out of their way to don the role of a mother.

The campaign asks viewers to share stories about the #LockdownWaaliMaa in their lives and surprise them on social media.

Xotik Frujus Private chairman Rajeev Sehgal said, “In these unprecedented times the positive thing we are seeing is people stepping up to help each other by being more caring in so many ways. There is no better caregiver than one’s mother and in these times of lockdown, all of us are embracing the qualities and strength of a mother. Taking inspiration from our daily lives, we decided to dedicate and give a refreshing salaam to our #LockdownWaliMaa. Happy Mother’s Day.”

82.5 Communications chairman and CCO Sumanto Chattopadhyay said, “What makes this film different is that it focuses not on 'real' mothers but their 'stand-ins'. If all of us could provide a bit of 'maternal affection' to those around us in need of it, the world would be a sweeter place. Happy Mother's Day!”

82.5 Communications  co-chairman and CEO Kapil Arora added, “#LockdownWaaliMa is Jeeru’s attempt at capturing refreshing stories, that shine the light on the values of motherhood, experienced by all of us in our daily lives.”

82.5 Communications ECD and creative head, Mumbai and Kolkata Mayur Varma observed, “You may be staying far from your mom, but you’ll always find people around you playing her role. This is even more apparent during the lockdown. This film celebrates those moms.”