May 11th, 2017
“Through the blur, I wondered if I was alone or if other parents felt the same way I did – that everything involving our children was painful in some way. The emotions, whether they were joy, sorrow, love or pride, were so deep and sharp that in the end they left you raw, exposed and yes, in pain. The human heart was not designed to beat outside the human body and yet, each child represented just that – a parent’s heart bared, beating forever outside its chest.” – Debra Ginsberg
Mother’s Day is a celebration in honour of motherhood, a tribute to maternal bonds and the influence of mothers in society. This year’s Mother’s Day will be celebrated on May 14.
On this day, we give gifts to our mothers, take them out to dinners, write poems for them, or spend the whole day with them. It is a special day for families around the world.
But Mother’s Recipe decided to make a real difference and celebrate it differently. Mother’s Day also offers us an opportunity to reflect on the many children who have never experienced mother’s love and the importance of it. The most precious gift for a child is their mother’s love. However, that’s exactly what 20 million children in India are deprived of. For these children, Mother’s Day is not a particularly special day and the place in their hearts where a mother’s love should have been is a vacuum that more often than not hurts them. These children need not just education and nutrition; they also need love and care.
A brand that decided to share love on Mother’s Day
Mother’s Recipe is a brand that India relates to for providing the magic of a mother’s touch through its rang of traditional food. Having spread the magical taste of different recipes from mothers across India for over 15 years, it felt the need to touch the lives of those who have never experienced a mother’s love.
Starting on Mother’s Day 2015, Mother’s Recipe began an initiative to do just this. In the two years since, Mother’s Recipe has helped spread the mothers love with 900 mothers who have so far visited 950 children in 18 orphanages across 5 cities over the past two years and will do so this year as well.
What is the initiative all about?
Mother’s Recipe decided to invite mothers to spend a day with these children the way they would spend it with their own child. The key message to the mothers was to “Give a taste of mother’s love to children who don’t have one”.
Now in its third year, the initiative is as big as ever. #TasteOfMothersLove will be the official hashtag of the CSR activity in its drive towards sharing mother’s love with children in orphanages.
The primary elements covered in this initiative in orphanages are:
- Inviting mothers to the idea of gifting these children the greatest gift of all, ie Mother’s Love via print, radio and digital & retail stores.
- Enabling bonding of children with mothers over a well-planned event at orphanages where they laugh, play, share experiences and enjoy a special meal together.
- Create memories that last for a lifetime
- Special gifts for every child, the orphanage & mothers for sharing their love.
The campaign’s history
The campaign kick-started in 2015 and received a tremendous response in its very first year. The response received in 2016 was even bigger. Over 1100 entries received 900 mothers spent quality time with 950 children across 5 cities.
The event was planned and executed to ensure that each child at the venue received complete attention from a mother. The mothers connected with the children over conversations, acknowledged talents of different children, and shared a meal with the children. And above all, gifted the children with the magic of their touch. The children in turn expressed their love for the mothers by making handmade cards & enthusiastically performing dance.
The Logical Indian take
Thanks to the #TasteOfMothersLove campaign by Mother’s Recipe, memorable bonds and memories have been created.
The initiative has so far touched the lives of over 950 children across 5 five cities. It has enthused the mothers to talk to their friends in others cities and encourage them to emulate this initiative in their own special way. The response over the years has been overwhelming. The Logical Indian commends Mother’s Recipe for its earnest efforts in touching the lives of these little angels in a very special way. After all, nothing compares to the magic of a mother’s touch.
You can also be a part of the initiative! Buy Mother’s Recipe Mixed Pickle bottle and Rs. 2 of the sale goes to the betterment of children in orphanages for a caring environment, healthy food, clothing, shelter and education. Join hands with Mother’s Recipe for not just authentic taste, but also for the betterment of the society.