MUMBAI: The new ‘Main aur Maa’ film released by home ware brand Cello has set the digital space abuzz. The film tugs at viewers’ heartstrings with its portrayal of a mother’s unconditional love for her daughter. Hitting all the right emotional chords, it builds around the theme of ‘Companion for Life.’

The digital brand campaign has been conceptualised and executed by Eggfirst Advertising.

Cello World director Gaurav Rathod says, “Since conception, Cello as a brand, has been the torch-bearer for the woman of substance. As India gallops towards the new, mobile internet-driven scheme of things, certain things will forever remain unchanged, foremost being the transcendent mother-daughter bond. The film has beautifully captured the myriad nuances of the bond.”

Eggfirst Advertising SVP Ashish Banka adds, “Home ware communication we have witnessed so far, doesn’t cross certain boundaries. Taking a cue from today's generation - people have gotten busy with their individual lives, while letting crucial relationships flounder and stagnate; most young people do not realise the value of key relationships in their lives - this gave us an opportunity to bring to the fore the concept that there still exist relationships that are living embodiments of a 'Companion for Life'. We have envisaged Cello as the quantifiable equivalent of a trusted companion in the modern woman’s hectic life, the one companion that will never fail her even when the pace of life gets too hot to handle. The film showcases a sublime emotion- the selfless love of a mother for her daughter.”

The video has already touched half a million views on both Facebook and YouTube combined, within a span of four days.