Mumbai, 10th May 2026: Voltas Beko, a joint venture between India’s No. 1 AC brand Voltas (a Tata enterprise) and global home appliances leader Arçelik, launches its Mother’s Day 2026 digital campaign, #KarmSeMaa, a tribute to every woman who has earned the title of mother not by birth, but by relentless, everyday acts of care.
Since its launch in India in 2018, Voltas Beko has stood by a simple belief: that the best test of any appliance is the person who runs the home. The #TestedByRealMoms platform was built on the understanding that mothers are the most demanding, most discerning users a product can have. Over the years, the brand has expanded that understanding, recognising through campaigns like #TheStrongerDads and #ItIsHer that the idea of who runs a home, and who carries the weight of care, is far larger than any one definition. #KarmSeMaa is the next step in that journey.
The campaign opens with a vox pop that puts a simple question to real people on the streets of India: Maa kaun hoti hai? The answers that follow are honest, varied, and unscripted. Before the film releases on Mother’s Day, the campaign runs a series of static posts and content that quietly build toward the central question: what does it take to be called a mother?
The film that follows is a day in the life of a woman who wakes before the rest, feeds those who have nowhere to go, sits with those who need a shoulder, and ends the day still giving. Her appliances, a Voltas Beko microwave, refrigerator, washing machine, and dishwasher, run alongside her, matching her pace, enabling her karm. The film closes with three lines that reveal who she is and what she has built.
Karm se. Petitioner to the Supreme Court for equal adoption rights. Karm se. Founder of Sakhi Char Chowghi Trust for Transwomen. Karm se. Maa.
Prasenjit Basu, Head of Marketing, Voltas Beko, said: “Tested by Real Moms has always been about more than a product claim. It is a belief that the people who run homes are the most real, most rigorous test any appliance can face. With #KarmSeMaa, we are asking a bigger question about who those people are. A real mom is not a demographic. She is anyone who shows up, every single day, without being asked. Voltas Beko is proud to stand with her.“
Uddhav Parab, Senior Creative Director, Interactive Avenues, said: “We did not want to make a film about motherhood. We wanted to make a film that makes you feel it. The brief was to find the most honest version of what a mother does, and when you do that without assumptions, you arrive at karm. Action. Showing up. Doing the work. The campaign builds slowly toward that truth, and by the time the film lands, we hope the audience has already answered the question for themselves.“
The campaign will run across Voltas Beko’s digital and social platforms with the full film releasing on Mother’s Day.
