The kids fashion brand ‘Little kangaroos’ Launches Mother by Choice Campaign

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MUMBAI: On this Mother’s Day, the focus is on mothers with specially-abled children. The kids fashion brand, ‘Little kangaroos’  has launched #MotherbyChoice Campaign, an initiative highlighting the challenges that mothers of differently-abled children face every day with dedication, grit and determination.

Supporting the noble cause, a heart touching film is created by LCmediaHouse, which features three mothers and salutes them for bringing up children with mental and/or physical disabilities. The video has gone viral and garnered over 5 lakh views within three days of its launch on YouTube and Facebook. The noble initiative has motivated many people and influenced many NGOs, who are approaching ‘Little Kangaroos’ to work with them and help these mothers. The Mothers’ Day this year is being celebrated on May 10.little-kangaroos logo

Arun Lalwani, Director of Little Kangaroos says, “Whenever we think of Mother’s day, we imagine happy faces of mothers and babies, something very happy and blissful. But on the other side, there are these mothers too who have specially-abled kids whom we tend to ignore unless we are watching a rerun of Taare Zameen Par on television. So, we at Little Kangaroos and LCmediaHouse decided to create a commercial cum documentary video wherein we do not only salute the courage of these mothers but also reward them”

This short video is about three strong women, blessed with children who were unfortunately born with physical and mental disabilities. But it did not stop them from working day and night to make their children independent and live life like normal human beings. The film will make you want to thank your mother for being the strong guiding light in your life.

‘Little kangaroos’ has already promised to provide uniforms to all children of Muskan Foundation. All mothers featured in the movie are being supported by Little Kangaroos through various ways. The brand has announced that they would play an anchor’s role in building a community of such mothers through a series of initiatives under #MotherbyChoice campaign.


IndiaCSR_CSR_Training_Workshop NewThe brand has offered its retail outlets in Mumbai where the mothers can come together to understand each other’s difficulties and help each other. Also planned are initiatives such as a Facebook page, groups and Google Hangout Session for such mothers. Little Kangaroos has also planned ‘me time’ activities such as arranging movie shows, tips on personal care, etc. on a regular basis. All these initiatives will be implemented within the next six months at Mumbai.

Commenting on the video, Dinesh Malhotra, co-founder of LCmediaHouse “This is a tribute to the determination of such special mothers. While most of them are aware that this challenge is life long, they take each day with so much of joy and responsibility. As an agency, all that we needed to do was to shoot. Each mother that we spoke to, evolved the script further”

The need for such a platform was best summed up by Abha, who is one such mother, “while most of my friends with normal children are networking with each other on school and college options for their children, I am struggling to teach my teenage daughter on how to wear her clothes. Mothers like me are grateful to Little Kangaroos for creating a platform where I can learn from experiences of other mothers like me. The video is a real honest effort to focus on our challenges”

One of the viewers the video, Christyna LaDoris Tabron, commented ” I know exactly how these mothers feel. My son is also special needs but when I think of ‘normal’ children, I know my son is much stronger. He suffered a severe brain injury at birth and is developmentally delayed but his smile, the love I have for him, makes every difficult time worth it.

I am blessed to be his mother. Not very many of my friends can say they have a miracle for a child but I can. And no, I wouldn’t change my son at all. If he hadn’t suffered his brain injury, I wouldn’t have learned to love the right way. God Bless all the families who love and care for their children, whether they are special needs or not, children are a blessing”

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