YoMama jokes. Flipped.
Client
cult.fit (India’s biggest fitness & wellness brand)
The brief
Do something different for Mother’s Day. Make it scrollable, surprising, and not another emotional tearjerker.
My role
Campaign conception, copywriting, creative direction, end-to-end execution.
The idea
Take the most tired joke out there, YoMama, and flip the script.
We turned a dated insult into a bold, feel-good line worth sharing.
YoMamaSoFit
