Aditya Birla Capital’s new film via FCB Kinnect reveals an unexpected exit interview

Challenging the traditional Mother’s Day narrative, Aditya Birla Capital, in creative partnership with FCB Kinnect India, has launched a campaign that urges women to reclaim their timelines through financial readiness and planning.

This Mother’s Day, the campaign moves beyond the usual celebratory lens to spotlight a growing, often unspoken reality: the rising cost of motherhood and how it’s compelling many women to delay their dreams of parenthood.

Titled ‘Motherhood on Hold’, the campaign highlights a powerful insight — for many women today, the decision to become a mother is no longer purely emotional; it’s increasingly financial.

Supported by data showing a growing trend of women postponing motherhood due to escalating expenses — from prenatal care and childcare to education and daily living costs — the campaign underscores the importance of early financial planning. It encourages women to take control of their timelines, reminding them that with the right preparation, motherhood can be a choice, not a compromise.

To bring this conversation to the forefront, the campaign employs a surprising and thought-provoking narrative device: a woman is shown conducting what appears to be a routine HR exit interview. In a poignant twist, the ‘candidate’ she’s letting go is revealed to be her own future child — a dream deferred due to financial constraints.

Through this powerful metaphor, the campaign paints a deeply relatable picture: for many, delaying motherhood isn’t a light decision, but a necessary one. Yet, with financial readiness, that decision can shift from delay to empowerment.

Darshana Shah, CMO, Aditya Birla Capital, said: “We believe in enabling people to make life decisions on their own terms. Motherhood should never be a compromise. ‘Motherhood On Hold’ is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren’t dictated by circumstance.”

“Instead of echoing the usual warmth of Mother’s Day, we chose a narrative that’s raw, urgent, and real,” added Chandni Shah, COO, FCB Kinnect. “‘Motherhood on Hold’ is for the women still waiting to become mothers, a reality often left out of the conversation. And that’s where creativity becomes meaningful, when it bridges emotional insight with brand purpose.”

Neville Shah, CCO, FCB Kinnect, said: “Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers that we can help them plan one thing and ease that stress.”