Mother’s Day social experiment highlights how attention often shifts entirely to the baby, leaving new mothers unseen during recovery
Mumbai, India | 12 May 2026: When a baby is born, the room fills with love, excitement, tiny clothes, and softer voices. Naturally, all attention turns toward the newborn. But somewhere in that moment, the mother quietly fades into the background.
This Mother’s Day, Plush brings this reality to light through a heartfelt social experiment as part of its “Here For You, Mama!” campaign. In the film, participants were asked a simple question: “Someone you know just gave birth. What will you take when you visit them?” They were given ₹1000 to make that choice.
Almost instinctively, every purchase was for the baby.
The experiment revealed a deeply familiar truth – while everyone prepares for the newborn, very few prepare for the new mother or think about what she goes through after childbirth.
Pregnancy and postpartum are among the most physically and emotionally demanding phases in a woman’s life. From recovery and hormonal changes to exhaustion, discomfort, and emotional overwhelm, the postpartum journey often remains invisible despite the immense care a mother needs during this transition.
Dr. Mitali, Obstetrician & Gynaecologist, added:
“Postpartum care is essential, yet mothers are often overlooked during one of the most physically and emotionally demanding phases of their lives. Recovery after childbirth impacts both physical healing and mental well-being, which is why postpartum preparation is just as important as preparing for the baby. Plush’s maternity range is designed specifically for heavy postpartum flow while being free from harsh chemicals and fragrances, making it safer and gentler for sensitive, healing skin.”
The campaign also marks the launch of Plush’s new Maternity Range, developed specifically for postpartum recovery with a focus on hygiene, safety, and comfort.
The range includes maternity pads and maternity panties designed to absorb heavy postpartum flow, clots, and tissue while remaining gentle on healing skin. Made without harsh chemicals or added fragrances, they are suitable for sensitive, healing skin. The 410mm pads are ultra-thin with a high-capacity twin-core absorption system, while the panties offer full coverage while absorbing as much as 4 pads, a secure fit, and reliable absorption without added bulk – ensuring comfort and protection through recovery.
“We realised that while everyone prepares for the baby, very few prepare for the mother,” said Ketan Munoth, Co-founder, Plush. “With this campaign, we want to remind people to show up for her too.”
Through “Here For You, Mama!”, Plush hopes to start a larger conversation around postpartum care and encourage families, partners, and loved ones to support mothers with the same attention and care they extend to newborns.
About Plush
Plush is a women’s wellness and feminine hygiene brand dedicated to creating thoughtfully designed products that put comfort first. With a focus on safety, innovation, and real needs, Plush offers solutions across period care, hair removal, intimate wellness, and maternity care – supporting women through every stage of their journey.
