TTK Prestige has launched a striking Out-Of-Home (OOH) campaign titled “Mummy Ke Taane” to celebrate the often-overlooked love hidden in maternal one-liners. Rolled out in conjunction with Mother’s Day, the campaign artfully transforms familiar “taanas” or everyday nags into powerful expressions of love and care.
From “Aur niklo garmi mein” to “Bahar ka khana dekhte hi kaha gayi diet?!”, these iconic lines—once a source of eyerolls in Indian households—now take center stage on billboards across metro stations, traffic signals, and key urban hotspots. Carefully positioned where young professionals commute and gather, the campaign aims to reconnect them with the warmth of home in the middle of their busy city lives.
Conceptualized by 22feet Tribal Worldwide and executed in partnership with Zepto, the campaign is rooted in the cultural insight that Indian mothers often express love through concern, advice, and constant reminders—subtle yet deeply impactful. While TTK Prestige leads the emotional storytelling, Zepto supports the message with its 10-minute delivery promise—reinforcing how quickly mom’s love and concern can reach you, even today.
The campaign has also sparked wide engagement online, with social media users joining the conversation by sharing their own unforgettable “mummy ke taane,” making it a relatable, nostalgic, and participatory celebration. It reaffirms TTK Prestige’s place not only in the Indian kitchen but in the emotional fabric of family life.
“This campaign isn’t about selling a product—it’s about celebrating an emotion,” said Anil Gurnani, Chief Sales and Marketing Officer, TTK Prestige. “We wanted to reframe the everyday reminders of Indian mothers as a language of love—one that all of us understand, even if it took us years to truly appreciate it”.
Speaking about the creative approach, Vishnu Srivatsav, National Creative Director, 22feet Tribal Worldwide said,
“With this campaign, we wanted to flip how people perceive the ‘taanas’ we grew up hearing. Even in the middle of a chaotic city, these lines make us feel grounded. They carry a mix of love, memory, and everyday truth. Seeing them on the streets reminds us not just of our moms, but of how deeply they shaped who we are.”
With “Mummy Ke Taane,” TTK Prestige captures the essence of maternal love in its most authentic form—timeless, practical, and always present.
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