Motherhood is a profound journey that comes with its joys, challenges, and a myriad of expectations. In today’s society, these expectations are often shaped and perpetuated by various external factors, with brands playing a significant role in fostering unrealistic ideals. From picture-perfect images of blissful mothers to seamlessly managed households, the portrayal of motherhood by brands often falls short of the messy, complex reality that many mothers experience.

How Brands Foster This Image

Brands frequently depict an idealized image of motherhood in their advertising campaigns and product promotions. Whether it’s the serene mother effortlessly juggling work, children, and a pristine home or the perpetuation of the “supermom” archetype, these portrayals create an unattainable standard for real-life mothers. The pressure to live up to these unrealistic ideals can lead to feelings of inadequacy and guilt among mothers who find it challenging to meet these lofty expectations.


The marketing strategies employed by brands often create pressure on mothers to conform to a specific lifestyle or parenting approach. Whether it’s promoting certain parenting philosophies, the “perfect” family outings, or the latest parenting gadgets, brands create a narrative that suggests these products are essential for successful motherhood. This not only puts financial strain on families but also fosters a sense of inadequacy among those who may choose a different path.

Impact on Mental Health

The constant exposure to idealized images of motherhood can have a profound impact on the mental health of mothers. Feelings of comparison, inadequacy, and the fear of not measuring up to societal standards can contribute to stress, anxiety, and postpartum depression. Brands, knowingly or unknowingly, contribute to this by promoting products in a way that associates them with an unattainable standard of motherhood.

How Shield Is Helping Change The Narrative

Shield with its latest campaign is showing what goes on behind the scenes and the picture-perfect babies everyone seems to love. The latest shield advertisement shows a family canoodling a baby with her mother going back and forth to cater to her child’s needs. Shield, with its campaign ‘Mamta Ki Zaban‘, for the first time is shedding light on motherhood in its true essence showing the intricacies and challenges a mother faces while bringing up a child.

Have a look at Shield’s recent ad:

Shield’s Innovative Products & Campaign

Shield has become a pioneer in establishing itself as a brand that listens to the masses while taking into account the needs of Pakistani mothers. Shield is committed to ongoing innovation, dedicating itself to the creation of novel products and services through thorough research and development.

In prioritizing the well-being of infants, Shield has meticulously crafted a comprehensive range of products designed to meet the highest standards of safety and quality. Their feeding line ensures both safety and peace of mind with BPA-free materials, while the hygiene selection boasts water-based wipes and premium diapers to promote cleanliness and comfort. Moreover, their toiletries range is steps ahead in innovation for being both paraben-free and hypoallergenic, ensuring gentle care without the inclusion of artificial colors.

Setting a groundbreaking precedent in the market, Shield proudly emerges as the first Pakistani brand to unveil Talc-Free Baby Powder. The revolutionary offering is absent even from the portfolios of international giants including Johnson. This milestone underscores their commitment to innovation and dedication to providing parents with superior choices for their little ones.

What are your thoughts on this recent Shield ad? Let us know in the comments below.

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