Dog-Mom, Grandmom & Gay Dads Redefine Norms Of Motherhood In A Campaign By Cossouq

Established by the Founder & CEO, Parth Patel, Cossouq is an online marketplace that stands for new-age inclusivity, challenging irrational & unrealistic beauty standards. Housing450+ brands from the cosmetics, skin, hair, health, & personal care industries, with 14000+ products, work towards making them accessible country-wide. Hosting top brands like Lakme, Neutrogena, Minimalist, Inglot, Star Struck by Sunny Leone, Khadi Essentials, T.A.C – The Ayurveda Co., andVega, among other famous labels, Cossouq features a mix of brands catering to new-age beauty and skincare needs.

With an inclusive approach to people of all ages, colors, gender, mindsets, or body types, customers are offered a pool of quality products at great prices & authentic brands get to reach a wider audience. 

In continuation of their progressive and inclusive digital campaign, the new-age online marketplace- Cossouq released three more episodes on the brand’s Youtube channel to celebrate distinctive motherhood on Mother’s Day.

For the new episodes, the brand invited Simran – a dog mom, Sougata-Mayank- a gay couple, and Darshan- a Cossouq employee raised by his grandmother, to talk about their journeys and experiences that break all stereotypes attached to motherhood.

Episode 1

The first episode of the campaign featured Simran Singh, a vibrant pet mother who opened up about the blessings and challenges of being a dog mother. In talks with the show’s host, Richa Singh Choudari(founder of the Bowsome Senior Dogs India Foundation), she mentioned that becoming a dog mother was one of the most natural things that have occurred to her and how it has been a life-changing experience for her. 

The added highlights of the campaign were the hosts; Preeti Das, an award-winning journalist who is also Gujarat’s first woman stand-up comedian, and Richa Singh Chaudari who runs a non-profit foundation for senior dogs. The heartening and inspirational conversations aimed at redefining the norms of motherhood are very much in line with the brand’s ideology. 

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Episode 2

The following episode was hosted by artist and stand-up comedian Preeti Das in a heart-to-heart conversation with Sougata Basu and Mayank Kalra. The proud co-fathers of two tiny toddlers unfolded their beautiful journey on the path of motherhood. Preeti takes us through the couple’s experience as gay fathers, highlighting their happy moments and their struggles. The heartening narrative of Sougata and Mayank further proves that a mother’s love is not only boundless but also genderless. They are living examples of the fact that gay parents are just as capable of providing love, care, and support to their children as any other parent. 

Episode 3

The chat series was drawn to a close by Darshan Chauhan, who shared a heart-warming story about his grandmother’s journey while raising him.  Challenging times put to test the trust and bond one share with their loved ones. For Darshan and his grandmother, his grandfather’s death was a life-changing event. Storming out of tough times, he appreciates his grandmother’s strength and support in shaping his life to become a better human and even a better parent for his daughter.

On the thriving digital campaign Meet Jatakia, Director of Branding & Marketing at Cossouq, commented, “What started as the Women’s Day campaign is now a popular chat show on our YouTube channel. At Cossouq, we are committed to promoting a culture of inclusivity, encouraging progressive behavior toward all individuals regardless of their race, age, gender, or any other attributes. Our Mother’s Day campaign was about appreciating unconventional mothers and celebrating their stories. We celebrate this day as a sign of our love, respect, and gratitude for our caregivers, regardless of gender, sexual orientation, or relation. As each narrative unravels a new stereotype, the brand highlights how each one serves as a beacon of light for all mothers. Cossouq’s Mother’s Day series is a reminder for everyone, that it is impossible to encompass the sense of motherhood in a single word.”