Stand by Tough Moms features a short film directed by Bollywood filmmaker Shoojit Sircar.
According to Indian website socialsamosa,com, the film is a part of a larger call-to-action by the brand #StandByToughMoms that intends to raise awareness and encourage support of parents and the tough decisions they often need to make.
“My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children,” Ann Mukherjee, global chief marketing officer for SC Johnson, told the website.
The three-minute film features a mom being confronted by the rest of her extended family after making the decision to punish her son for stealing.
Watch it here: