Inspired by the spirit of Mother’s Day, TTK Prestige, unveiled an Out-Of-Home (OOH) campaign that reframes something deeply familiar to every Indian household, mothers’ taanas, or seemingly constant nagging, as an expression of love and care.
Titled Mummy Ke Taane, the campaign features real-life maternal one-liners like Aur niklo garmi mein and Bahar ka khana dekhte hi kaha gai diet?!. These lines, which once sparked eyerolls from kids and teens, are now displayed with love and pride on billboards across metro stations, traffic signals, and key urban spots—strategically placed where young working professionals are most likely to encounter them.
The campaign was conceptualised by 22feet Tribal Worldwide and executed by TTK Prestige in collaboration with Zepto. It drew on the cultural insight that Indian mothers often express affection not through hugs and praise, but through timely warnings, reminders, and practical advice. While TTK Prestige led with a narrative, Zepto supported the message with its 10-minute delivery promise—proving that even mom’s concern could arrive at your doorstep in no time.
The campaign has also extended online, with users sharing their own iconic mummy ke taane on social media. Thousands joined the conversation, making the campaign participative, nostalgic, and deeply personal—while reinforcing TTK Prestige’s role not just in kitchens, but in Indian family life and emotional storytelling.
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.”
