On Mother’s Day, Anmum pays tribute to non-biological mums

Anmum has launched a social campaign with a fresh take on Mother’s Day, which will run for two weeks in Hong Kong, Malaysia and the Philippines.

As a nutritional milk brand for pregnant and lactating mothers and a paediatric milk for children in several Asian markets, Anmum recognises the role of a mum in a child’s life is a powerfully defining one.


Working with BBDO Singapore, Anmum launched a poignant video campaign, taking a broader view on the role of a mother, and celebrating all who work tirelessly every day in the role of loving and shaping our children.

Anmum encourages everyone to celebrate more than just their own mothers this Sunday, but to also celebrate the “others” that have been so important in raising them.

“Anmum appreciates and supports mums in their desire to raise amazing young minds. And because Anmum celebrates all kinds of mothers, we want to find a way to appreciate all the amazing individuals who show nothing, but love to the ones they’ve raised,” said Corine Ooi-Bremner, group GM of global maternal and paediatrics for Anmum.

“Anmum salutes all who provide affection and support to children as we celebrate mums and all others who have made a meaningful difference in the life of a child.”

BBDO Singapore ECD Primus Nair added: “Anmum has always been incredibly passionate about finding all kinds of ways to celebrate the power of motherhood. So for us, a chance to help communicate that passion in a way that is both fresh and insightful this Mother’s Day was a great experience.”

Executive creative director: Primus Nair
Associate creative director: Theophilues Tan
Associate creative director: Tan Giap How
Activation and content producer: Ann May Chua
Planning director: Rebecca Nadilo
Global business director: Abbe Hale
Account director: Dorothy Peng
Senior account manager: Tiffany Young
Production house: Directors Think Tank
Director: Rajay Singh/Tan Wei Peow
Producer: Heng Tek Nam/Amar Fhairuz