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TTK Prestige turns ‘Mummy Ke Taane’ into a citywide tribute
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Friday, 23 May, 2025, 15 : 00 PM [IST]
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Our Bureau, New Delhi
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TTK Prestige, India’s leading kitchen appliances brand, launched a heartfelt out-of-home campaign that reframes something deeply familiar to every Indian household, mothers’ taanas, or seemingly constant nagging, as a powerful 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. Each taana, in its own context, lovingly interrupts every passerby in the daily rush, nudging them to pause, smile, and remember the wisdom behind those words.
The campaign was conceptualised by 22feet Tribal Worldwide and executed by the company 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.
Anil Gurnani, chief sales and marketing officer, TTK Prestige, said, “This campaign isn’t about selling a product—it’s about celebrating an emotion. 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.”
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.”
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