Aditya Birla Capital and FCB Kinnect Confront the Rising Cost of Motherhood

This Mother’s Day, Aditya Birla Capital in creative partnership with FCB Kinnect moves beyond the usual celebratory lens to spotlight a growing and often unspoken truth - the rising cost of motherhood, and how it’s compelling many women to put their dreams of parenthood on hold.

Titled ‘Motherhood on Hold’, the campaign brings to life a powerful insight - for many women today, the decision to become a mother is no longer purely emotional, it’s increasingly financial.

Backed by data that reveals a rising number of women delaying motherhood due to growing expenses, from prenatal care and childcare to education and everyday living, the campaign underscores the importance of early financial planning. It encourages women to take control of their timelines, reminding them that with the right preparation, motherhood can be a choice, not a compromise.

To bring this conversation to the forefront, the campaign employs a surprising and thought-provoking narrative device. A woman is seen conducting what appears to be a routine HR exit interview. But in a poignant twist, the ‘candidate’ she’s letting go is revealed to be her own future child - a dream deferred by financial constraints.

Through this powerful metaphor, the campaign paints a deeply relatable picture: that for many, delaying motherhood isn’t a decision made lightly, it’s a consequence of rising costs. And while the choice may be difficult, financial readiness can make all the difference.

Darshana Shah, CMO, Aditya Birla Capital said, “We believe in enabling people to make life decisions on their own terms. Motherhood should never be a compromise. ‘Motherhood On Hold’ is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren’t dictated by circumstance.”

“Instead of echoing the usual warmth of Mother’s Day, we chose a narrative that’s raw, urgent, and real” added Chandni Shah, COO, FCB Kinnect. “‘Motherhood on Hold’ is for the women still waiting to become mothers, a reality often left out of the conversation. And that’s where creativity becomes meaningful, when it bridges emotional insight with brand purpose.”

Neville Shah, CCO, FCB Kinnect said, “Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers that we can help them plan one thing and ease that stress.”