From scapegoat to centre of care: MoltyFoam’s new TVC champions mothers after childbirth

In Pakistani households, the birth of a child is always a time of celebration.

Families gather, sweets are shared, and prayers are offered for the newborn’s future. The baby instantly becomes the centre of attention, as they should. But in the glow of this joy, the mother, who has endured the struggles of pregnancy and the pain of childbirth, often fades into the background.

For generations, new mothers have been unfairly cast as scapegoats. If the baby cries, it’s her fault. If she seems tired, she’s called weak. If she asks for help, she’s judged as incapable. Instead of becoming the most cared-for member of the family, she is often left isolated, expected to manage it all.

MoltyFoam’s new TVC boldly challenges this narrative. With a tender and thought-provoking story, it shifts the spotlight back onto the mother, reminding us that her comfort, healing, and emotional well-being are just as important as the newborn’s care.

Breaking stereotypes inside the household

Cultural depictions have long fueled the image of the “difficult” mother-in-law or the rivalrous sister-in-law. Sadly, these stereotypes often play out in real homes, where after birth women find themselves navigating not only recovery but also household tensions.

MoltyFoam’s TVC turns this story on its head. Instead of friction, it shows love. Instead of rivalry, it portrays unity. The mother-in-law steps in with compassion, the sister-in-law becomes a friend, and the husband takes on an active role in his wife’s recovery.

This is not just advertising, it’s a cultural reset. By portraying empathy where we often expect judgment, MoltyFoam is pushing society to reimagine family roles after childbirth.

Why the mother deserves equal care

Every baby deserves to be nurtured. But so does the mother. Recovery from child birth is a deeply challenging time, both physically and emotionally. New mothers struggle with exhaustion, fluctuating hormones, and the pressure to care for the baby without faltering.

When families focus only on the newborn, the mother becomes invisible. Yet research and lived experience show that a well-supported mother is better able to bond with and care for her child. Caring for the mother is not a luxury, it's essential.

MoltyFoam’s TVC captures this truth beautifully. It reminds viewers that while there are many willing hands for the baby, the mother too needs comfort, understanding, and support.

A symbolic gesture: MoltyFoam’s mother’s range

One of the most powerful moments in the TVC is when the husband brings home MoltyFoam’s Mom and Baby Range for his wife. It’s more than a gift; it’s a statement. It says, “Your healing matters. Your comfort matters. You matter.”

MoltyFoam’s Mom and Baby Range has been designed with childbirth needs in mind, from easing backaches to providing restful sleep. It represents a new kind of care, one that acknowledges the physical and emotional journey of mothers after childbirth.

By highlighting this in its campaign, MoltyFoam, best mattress brand in Pakistan, isn’t just showcasing a product. It’s underscoring a shift in priorities, putting the mother back at the centre of family care.

A shared responsibility

The TVC also emphasises that caring for a new mother is not one person’s job. It’s a collective responsibility. Husbands, mothers-in-law, sisters-in-law, and even extended family members all have a role to play.

Husbands can step up as active partners, not passive observers.

Mothers-in-law can offer guidance with empathy rather than criticism.

Sisters-in-law can bridge the gap with companionship and support.

When everyone contributes with love, the household becomes a place of healing rather than pressure.

More than a campaign, a call for change

What makes MoltyFoam’s TVC stand out is its authenticity. It doesn’t shy away from showing the quiet struggles of new mothers, nor does it sensationalise them. Instead, it offers a hopeful vision, a family that chooses care over conflict and compassion over criticism.

This message resonates far beyond Pakistan. Around the world, mothers share the experience of being sidelined after childbirth. By championing mothers, MoltyFoam is sparking a conversation that every culture needs to have: the mother matters too.

For too long, mothers have silently carried the weight of being blamed, judged, and overlooked after childbirth. But MoltyFoam’s new TVC is rewriting this story. It replaces the image of the scapegoated mother with one of dignity, love, and comfort.

By showing families united in supporting her, and by offering products designed to ease her recovery, MoltyFoam has gone beyond selling mattresses. It has become an advocate for empathy.

Because when a mother is cared for, the whole family flourishes.