SHREE has unveiled its Mother’s Day 2026 campaign titled “Beyond Special”, featuring a heartfelt video song that celebrates mothers and their special connection with their daughters.
The campaign initially began with influencer-led collaborations across social media platforms, where creators shared personal memories and candid moments with their mothers through reels and short videos. Focusing on authentic emotions and relatable family interactions, the campaign moved away from overly scripted storytelling to highlight genuine everyday experiences.
The newly launched “Beyond Special” film continues this emotional narrative by portraying mothers as constant pillars of support who understand and guide their children through every phase of life, often without needing words. The campaign also highlights how a mother’s encouragement and belief can help shape a daughter’s confidence from an early age.
Instead of presenting motherhood through exaggerated emotions, SHREE has chosen a warm and realistic storytelling approach. The film captures subtle conversations, everyday gestures, and emotional moments that are often overlooked but remain deeply meaningful within families.
Through this initiative, the brand aims to honour mothers for their unconditional support, emotional strength, and everyday presence. In line with the campaign, SHREE has also introduced special Mother’s Day offers across select collections and retail stores.
Speaking about the campaign, Sandeep Kapoor said:
“Mothers may not be perfect, but every mother is always Beyond Special. With this thought, we launched our ‘Beyond Special’ Mother’s Day campaign as a tribute to all mothers who stand by their families every single day without expecting anything in return. Through this campaign, we wanted to celebrate real and honest motherhood, because what truly makes a mother special is not perfection, but her love, care and presence. And in the end, every mother is SHREE in her own way.”
The campaign videos are available on Instagram under the title “Beyond Special.”
