Bollywood Director Shoojit Sircar Captures Family Tension in Bid to Support Mothers

Whether they’re feeding the kids sugary treats before dinner or undermining a carefully balanced nap routine, it seems there’s nothing grandparents love doing more than meddling with parenting. A new campaign for SC Johnson-owned mosquito repellent brand All Out is tackling the more extreme examples of this with a tension-fuelled ad that urges families to back tough mums.

The campaign has been created by BBDO Gurgaon and is directed by acclaimed Bollywood director Shoojit Sircar. It depicts an awkward family meal at which a strict mother is being undermined by her disapproving mother-in-law – and, oh boy, the spot is unflinching.

The commercial will be accompanied by a TV panel discussion, encouraging families to engage with the debate and talk more about how they can support each other to raise children. The campaign comes with the call to action #StandByToughMoms.