Honoring, Heartbeat

Honoring the Heartbeat of Every Home This Mother?s Day: Terribly Tiny Tales and Haier India Launch 'Mothership2.0?

11.05.2024 - 09:02:11

Business Wire India
  • Both brands join hands for the Much-Awaited Second Season of Mothership, an IP launched by TTT as homage to central force of every Indian home.
  • This year’s campaign celebrates the evolving mother-child bond in today's Gen-Z world.
Terribly Tiny Tales (TTT), the beloved storytelling platform, has joined forces with Haier Appliances India, the No.1 global major appliances brand for 15 consecutive years, to launch the second season of its highly anticipated Mother's Day IP - Mothership. This year's campaign celebrates the ever-evolving bond between mothers and their children. From 'Situationships' to 'BFF Goals', Mothership2.0 is a youthful, fun and relatable campaign through which both brands highlight the story of how mothers constantly evolve and adapt to make sure their family’s ever need is fulfilled.
Diving into the heartwarming journey of motherhood, Mothership Season 2, celebrates how mothers adapt and grow alongside their families, facing life's challenges with love, empathy, and a sprinkle of humor. At the core of the campaign is an Instagram film featuring Rukhsar Rehman and Devishi Madaan as a modern-day mother-daughter duo. Together, they navigate life's twists & turns, empowering each other along the way. The film poignantly illustrates a mother's instinct to anticipate her children's needs, mirroring Haier's diverse range of appliances, always ready to meet consumers' demands. In essence, the film showcases the special bond shared between a mother and her daughter, accentuating the everyday moments made smoother with Haier's innovative products.
Anuj Gosalia, Founder of TTT, expressed his excitement about the collaboration, stating, "Mothership has become a beloved IP for our women-first community, and we are thrilled to partner with Haier for Season 2. This campaign is a testament to the incredible bond between mothers and their children, and how it continues to evolve in today's fast-paced world. We believe Haier India is the perfect partner to help us showcase how technology can support and strengthen these relationships."
Priyanka Sethi, Director - Head of Marketing, Haier Appliances India, said, "At Haier, we cherish the scared bond between mothers & their children. We believe that for children, mothers are more than just guardians; they are confidants, companions, the guiding light that illuminates every moment with love and tenderness.
With our association with Terribly Tiny Tales we crafted the heart touching film for our consumers that talks about how every family is unique, so are our appliances—crafted with precision and innovation to cater to the diverse needs of modern families. Like a mother's love, our appliances evolve and adapt, seamlessly integrating into the rhythm of family life, making every moment in the kitchen a celebration of love, laughter, and togetherness.”

Mothership Season 2 endeavors to ignite meaningful dialogues concerning the contemporary dynamics between mothers and their children, shedding light on the extraordinary resilience and adaptability displayed by mothers in today's rapidly evolving world. Through a diverse array of compelling content disseminated across multiple platforms, the campaign will delve into the intricacies of modern motherhood, encapsulating both the challenges and the triumphs that define the maternal journey in the year 2024.
For more information about Mothership Season 2 and to watch the heartwarming film, visit Terribly Tiny Tales' Instagram page and follow the hashtag #MothershipS2.
About Terribly Tiny Tales
Terribly Tiny Tales is a popular storytelling platform that has captured the hearts of millions with its authentic, relatable, and thought-provoking content. With a strong focus on youth-centric stories and fostering meaningful connections, TTT continues to be a driving force in the world of digital storytelling.
About Haier India

Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 15 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities', Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.
About Haier Group 
Established in 1984, Haier Group is a world-leading provider of solutions for a better life. Focusing on user experience, Haier has been included on the list of BrandZ Top 100 Most Valuable Global Brands for three consecutive years as the world’s first and only IoT ecosystem brand. Haier has topped Global Major Appliances Brand Rankings by Euromonitor International for 15 consecutive years. Its subsidiary Haier Smart Home is among the list of Global 500 of Fortune. To date, Haier Group owns four listed companies, and has seven global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, and the world's first scenario brand THREE WINGED BIRD, built the world's leading industrial Internet platform COSMOPlat. It has successfully incubated 7 unicorn companies and 102 gazelle companies. Moreover, Haier has deployed 10+N innovation ecosystems, 35 industrial parks, 138 manufacturing centres, and nearly 230,000 sales networks, reaching 160 countries and regions and serving 1 billion + user families around the world. 
Haier Group is committed to working with its world-class ecosystem partners to continuously build a premium brand, scenario brand, and ecosystem brand, and to set up IoT ecosystems in clothing, food, accommodation, travel, health, elderly care, biomedicine and education, and to tailor personalised smart life for users around the globe.
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