MoltyFoam’s new campaign is all about “Respecting choices”
Master MoltyFoam does it again! Challenging the stereotypes and redefining the societal norms with their new campaign.
– Mashaadi 2020 campaign featuring Marina Khan and Mahira Khan has been making
rounds on social media. The campaign beautifully sketches the myriad of
challenges that a single mother faces whilst also highlighting the stigma over
remarriage. In a society where women are scrutinized for their age and the idea
of remarriage for a mother is frowned upon, Master MoltyFoam did an amazing job
in normalizing a mother as a human being.
In keeping with the
theme of Mashaadi, MoltyFoam went a step further this year by tackling a
delicate issue around the notion of respecting choices. Unfortunately, even in
this era women in Pakistan have to constantly let go of their identity, fight
for basic rights, and explain their every decision. The thought-provoking
campaign pinpoints that before being a mother, a wife, and a daughter; she is a
woman with her own identity and dreams. Her choices and need for companionship
as an individual should not be judged on her being a widow or a mother.
The endearing and
powerful message of the campaign perfectly encapsulates Master MoltyFoam’s
vision of redefining people’s perceptions and negating the stereotypes.
Committed to its legacy of repairing the social fabric and addressing tabooed
issues in their campaigns for a better progressive Pakistan. Master MoltyFoam
constantly challenges the status quo of advertising that has historically been
more about fantasy than reality, and female idealization rather than
In a state where
women are facing dual exploitation – structural exclusion and attitudinal
animosity in a patriarchal society, MoltyFoam has become a beacon of hope for
women. From the famous “Beti Bojh Nahi Hai”, “A Promise of Hope”, Women of
Strength Series to “Mashaadi”, MoltyFoam is actively playing its part to
empower women. We hope that more brands in Pakistan come forward and use the
platform to change the narratives on sensitive and controversial