ABOUT

The campaign is built on the insight that the small things we learn at home shape the kind of people we become in the future. Rooted in this thought, the film centres around a simple yet powerful message - “ghar ka kaam sabka kaam” (housework is everyone’s responsibility).
It questions the idea of “helping” mothers at home, where household chores are often unfairly seen as her responsibility alone. Instead, the film reframes housework as a shared duty rather than an act of assistance.
The campaign highlights the importance of teaching shared responsibility at home from an early age, encouraging children and families to view household chores as a collective responsibility rather than one person’s job.