In Mumbai, real moms walked the ramp pumping milk hands-free, as Philips Avent and Masaba Gupta celebrated motherhood and broke breastfeeding taboos.
Mumbai Fashion Show
A fashion show in Mumbai has set social media abuzz after models walked the ramp while pumping breast milk, hands-free. You might have come across wild marketing stunts and jaw-dropping runways, but nothing quite like this has ever happened in India. The event, hosted by Philips Avent India in collaboration with designer Masaba Gupta, marked the launch of the Philips Avent Hands-Free Breast Pump. Models, all real mothers, walked the ramp while pumping breast milk hands-free, using the newly launched Philips Avent Hands-Free Breast Pump.
The morning opened with a short but heartfelt conversation between Masaba and the audience, where she spoke about motherhood, the guilt working mothers often feel, and the need to normalise breastfeeding without shame. Then came the reveal: the runway was filled with real mothers, pumping milk on the go as part of the show.
The message was clear: “Motherhood deserves visibility, support, and pride.”
Within hours, clips from the event flooded Instagram reels and LinkedIn feeds, drawing praise for both the campaign’s creativity and its courage. Many posts called it a “movement to bring motherhood out of the shadows,” while others applauded Philips Avent for tackling a subject often kept behind closed doors. The combination of high-fashion staging and raw, everyday motherhood created a spectacle that resonated beyond the event space.
The Philips Avent Hands-Free Breast Pump promises mobility and discretion, allowing mothers to go about their day without interrupting feeding schedules. For the Indian market, where public breastfeeding still carries social stigma, the product and its launch strategy represent a shift toward openness and support. More than just a product reveal, the event positioned motherhood as something to be celebrated, not hidden.
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