Beiersdorf-owned Nivea has launched a campaign dedicated to mothers to coincide with Mother’s Day in India. The initiative is designed to encourage children to pay their mothers back for all their unconditional love and support with a hug, and carries the hashtag #SayItWithHugs.

The spot, conceptualized by FCB Interface, shows a mother applying Nivea Crème to her daughter’s arms, while fretting out loud about her safety. The child, who is deaf and dumb, asks her what she is saying, she shrugs and signs that she loves her, the daughter returns her gesture, they hug and she runs off to play.

“Children love to go out and explore the world around them. But mothers, being mothers, find it really hard to let go. It’s this simple insight the film is based on,” Rakesh Menon, Senior Creative Director at FCB Interface told Best Media Info.

“Having recognised the need to appreciate a mother, we thought of coming up with a campaign to thank them for their unconditional and selfless love,” added Rakshit Hargave, Managing Director, Nivea India.