mother, seen through the eyes of brands

March is traditionally one of the busiest periods for Georgia’s creative industry. March 3 and March 8 — Mother’s Day and International Women’s Day — are moments when brands move beyond product promotion and attempt something deeper: building emotional and lasting connections with their audiences.

This is precisely where emotional marketing becomes central.

This year’s March 3 campaigns were particularly interesting from a video storytelling perspective. Looking at seven Georgian brands, we can explore one key question: what kind of mother did brands choose to show us in 2026?

nostalgia and intergenerational connection — aversi & zoommer

Aversi presented a short yet emotionally dense film portraying three generations of mothers. The narrative voice — a young man writing what feels like a letter to his mother — frames motherhood as a constant presence shaped by longing and emotional closeness.

Here, the mother becomes an eternal figure: the one person who is always beside her child, even when physical proximity exists. Notably, the brand achieves emotional impact without direct product integration, positioning motherhood itself as the message.

Zoommer approached the same theme through its core audience — Gen Z. In this story, the mother is not only a parent but also a former member of the same generation. Through old photo albums and shared memories, nostalgia activates emotional engagement.

Product placement appears subtly through the Fujifilm Instax Mini camera, used to capture a new memory — symbolically adding another page to the family archive.

the place where everything begins — gagua clinic & zhordania medical center

Unsurprisingly, the medical sector focused on beginnings, though each brand interpreted this differently.

In Gagua Clinic’s film, the narrator is the mother addressing her daughter. Using reverse chronology, the story moves backward through meaningful life moments until reaching the very first encounter — the moment of birth.

The central message becomes clear: love at first sight exists.

Motherhood is portrayed as lifelong presence — a woman accompanying her child through every defining moment.

Meanwhile, Zhordania Medical Center shifts perspective. Here, the narrator is the child, describing the mother as “all five senses of the world.”

The mother becomes a mediator of reality — the person through whom a child first understands and experiences the world itself.

the many roles of a mother — bakuriani

Bakuriani introduced one of the campaign’s most structurally distinct narratives. Built around a playful imposter-style storytelling format, children describe the many roles their mothers perform daily:

• compass

• free psychologist

• superhero

• advisor

• support system

• shelter

• protector

• tireless worker

Hearing these roles articulated by children transforms what is often labeled as “invisible labor” into recognized and valued effort. The campaign reframes motherhood as multidimensional work — seen, acknowledged, and appreciated.

the heroes of childhood — bank of georgia

For March 3, Bank of Georgia introduced an unexpected narrative shift. Instead of mothers, the brand dedicated the month to: “Those who taught our parents how to be parents.”

Grandmothers — described as the true heroes of childhood — become the emotional center. Although communicated through a single post so far, the campaign signals a broader storytelling expansion expected around March 8.

“find your routine at pharmadepot”

Unlike most campaigns where product integration remained minimal, Pharmadepot built its communication directly around its product ecosystem.

Across three videos, women of different ages share personal self-care routines. Emotional storytelling here shifts away from motherhood toward womanhood and self-care — reinforcing a simple but powerful idea: caring for oneself is a responsibility no one else can assume for us.

conclusion: 

Across all seven brand narratives, one shared pattern becomes noticeable: the father is almost entirely absent from the frame.

With the exception of the final maternity ward scene in Gagua Clinic’s film, Georgian brand storytelling continues to portray motherhood as a largely solitary emotional relationship between mother and child.

This raises an important question:

Is this a conscious marketing decision aimed at strengthening the symbolic role of the mother?

Or an unconscious continuation of a social stereotype — one that assigns emotional caregiving and child-rearing primarily to women?

Regardless of interpretation, Georgian brands this year presented multiple dimensions of womanhood:

not only the mother, but also the friend, mediator, superhero, advisor — and simply a woman who takes care of herself.

March 8 is still ahead.

And soon, we will see which image of women brands choose to show next.