Titan Smart has launched a Mother’s Day campaign titled “Mom’s Standard Time,” created by Brandmovers India, built around the gap between how mothers perceive their daily experience and what smartwatch data reveals.
The campaign centers on a film in which mothers and their children are brought together for a sit-down interaction and asked the same questions about daily routines, sleep, and mood. Both groups report that things are proceeding normally — mothers believe they are getting enough rest, and children perceive their mothers as doing fine.
That perception is then set against smartwatch data. When mothers are shown their reports, the results indicate disrupted sleep patterns, lower recovery scores, and elevated stress levels. The contrast between what is felt and what is recorded forms the central premise of the film.
The campaign is built on the insight that while time is measured the same way for everyone, it is lived differently by a mother.
Credits
Agency: Brand Movers
Agency: Brandmovers India
Chief Creative Officer: Suvajyoti Ghosh
Chief of Strategy Officer: Elroy Rodricks
Senior Creative Director: Arijita Das
Account Management team: Shraddha Tarkar, Prakhar Shekhar, Falguni Sudan, Kartik Pingale
Creative team: Maithili Kulkarni, Prateek Mazumdar
Production House: Gotham Films
Executive Production: Dream Draft Films
Lead Producer: Suraj Pal
Director: Parnika Narula
Assistant Director: A
