New Delhi, May 11 -- In a category often saturated with tear-jerkers and slow-motion montages of maternal sacrifice, India's pioneering quick commerce platform, Instamart, is opting for high-energy irreverence. The brand's latest Mother's Day campaign, 'Mummaby', swaps sentimentality for satire, blending heavy metal, rap, and Farah Khan's trademark wit to spotlight a more honest take on motherhood.

The film opens not with emotion, but anticipation. A bustling corridor outside an audition room sets the scene, where hopeful contestants await their turn as an over-enthusiastic host hypes up the crowd with a bizarre premise: if moms spend their lives singing lullabies for others, it's time someone finally sings them to sleep. The call goes o...